Talk About Chutzpah

Advertising is often criticized for trafficking in stereotypes–a serious and sometimes
accurate charge. In a new $3 million print and radio campaign for Birthright Israel North America, which broke last week, Dweck! turns the controversial issue on its tuckus.
“Sometimes it’s hard being Jewish,” reads the copy in the print ads, one of which shows a baby getting a ritual circumcision. And above a shot of college kids floating happily in a crystal-clear sea, the copy reads, “Sometimes it isn’t.”