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Schwimming in cash

David Schwimmer is new face of Israeli investment house

Meitav says it picked iconic Friends actor as part of a rebranding campaign to expand its appeal to younger generations

David Schwimmer in an ad for investmant firm Meitav, April 2022. (screenshot)
David Schwimmer in an ad for investmant firm Meitav, April 2022. (screenshot)

When looking for investment ideas, Ross Geller is probably not the first person to come to mind.

However, many Israelis this week were surprised to see David Schwimmer on their TV screens during commercial breaks, after the actor was hired by Israeli investment firm Meitav to be the new face of its rebranding campaign.

Channel 12 news reported on Monday that the Friends star is rumored to have been paid NIS 1 million ($300,000) for the role.

The Calcalist financial news site reported in March that the investment house decided to go in a new direction following a loss in earnings in 2021. The site said Meitav wanted to aim at the younger population, with the renewed popularity of Friends since it began reruns on Netflix, making Schwimmer an appealing face for younger age groups.

Meitav said at the time that the coronavirus pandemic had helped bring more young people into the capital market who are looking for attractive investment opportunities, highlighted by recent trends such as NFTs.

“Meitav is not just a classic investment house, but a broad financial platform that enables the provision of broad financial solutions to a variety of clients and a variety of needs,” Ilan Raviv, CEO of Meitav Investment House, told Calcalist.

“We feel this is the right time for us to update our language and value proposition to customers, which is built on strong foundations of technology, experience and knowledge. Our goal is to lead to a perceptual revolution in the concept of an investment house.

“We chose an iconic character from an iconic series, bridging generations of clients; The rebranding expresses a long and deep process in which we have transformed from an investment house into a broad platform of financial solutions, which understands the client’s needs and puts him at the center.”

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