Want to Visit Duty Free? No, No, No, No, No, Yes!

By Patrick Coffee 

Israel’s No, No, No, No, No, Yes has the most…creative name in the industry at the moment. That moniker comes not from the similarly-named reddit page but from agency founder/CCO Gideon Amichay’s book and related Ted talk, which elaborates on the theory that “‘No’ is not the end, but rather an essential tool for direction, motivation and innovation.”

In other words, don’t be discouraged by the fact that people don’t like your ideas.

The agency’s latest campaign celebrates the opening of client JR/Duty Free’s location in Israel’s largest airport, Ben Gurion of Tel Aviv. The work includes 25 billboards located across the country, but its core is a series of eight 10-second ads which cast the products one might buy at duty free as various elements of the travel experience.


They’re currently airing on Israeli TV with three spots per ad break:

It’s a creative way to emphasize the variety of goods for sale without reverting to emojis or social media hashtag activations, and the billboards are essentially stills from the video:

duty outdoor

We’d still prefer that duty free be available to travelers returning to the U.S., because overpriced liquor is very hard to find in New York City.


Campaign: Bon / Voyage
Agency: No, No, No, No, No, Yes
Chief Creative Officer: Gideon Amichay

Creative: Roni Schneider, Gil Aviyam
Account Supervisor: Daphna Tsror
Designers: Liat Lapushin, Gali Namdar
Postproduction House: Gravity
Supervisor: Ilan Buni,
Head of online: Yoav Sbarigo
Online: Alex Doitch
Production Manager: Gili Rolnitzi
Post-production: Lilach Pingerman, Hadas Fogel
Sound: Soundhouse
Sound design: Paulo Grupi, Yael Haim