The Israeli Army Is NOT Happy About Bar Refaeli's Pro-Israel Ad

The Israeli Foreign Ministry picked supermodel Bar Refaeli as the face of its new ad campaign, and the Israeli Defence Force is not happy about it.

Why? The Sports Illustrated bikini model dodged Israel's mandatory, two-year military service.
IDF spokesman Brigadier General Yoav Mordechai explained in a letter to the Foreign Ministry Director that:

"The choice of a representative who did not serve in the military as an official presenter on behalf of Israel, conveys the message that we ignore and forgive evasion of enlistment, and encourages identification, among youths of both sexes, with the success of those who did not enlist ... The IDF has been operating, in the last few years, in a variety of ways, to strengthen the value of IDF service, and to fight the phenomenon of enlistment evasion, in order to preserve the societal value that sees the IDF as the people's army.”

Refaeli has spoken out about skipping out on service. According to Jewish news site Ynet, Refaeli briefly married a friend to evade the draft:

“I really wanted to serve in the IDF, but I don’t regret not enlisting, because it paid off big time,” she told a reporter. “That’s just the way it is, celebrities have other needs. I hope my case has influenced the army.

This isn't the first time Refaeli has come under fire for dodging the draft. A boycott was organized in 2008 after the model was picked to be the face of Israel-based fashion chain Fox. The situation was smoothed over after she agreed to visit injured soldiers for the brand and encourage people to enlist in the army.

In 2010, the IDF also called on citizens to boycott items that were endorsed by celebrities who didn't serve in the military, Haaretz reports. Major General Avi Zamir told students at Herzliya simply that "Bar Refaeli shouldn't appear in ads. And if she does, then don’t buy the products. That's the answer."
But Refaeli isn't put off by the IDF's strong response to her pro-Israeli campaign. 

She responded by posting a picture to her Instagram asking President Barack Obama to free convicted Israeli spy Jonathan Pollard with a message that translates in English to: "You can use the clip for the Foreign Ministry or drop it, but my Instagram feed has more readers than Israel’s most popular newspaper."

Bar Refaeli Takes a Roll in the Hay for Agent Provocateur

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The latest Agent Provocateur marketing campaign breaks this week featuring Bar Refaeli as a barn girl reclining seductively on piles of hay — and not looking like she rose at dawn to milk the cows.
Shot by Sebastian Faena in the countryside outside Paris, the campaign is meant to conjure a hot summer mood and a love of the great outdoors.

Inspired by films including “Paris Texas,” “Stealing Beauty,” “The Virgin Suicides” and “Last Tango in Paris,” it is also the brand’s first campaign shot on location outside.

According to creative director Sarah Shotton, the team was expecting sunny weather but got cloudy skies, rain and cold instead.

“There we were in our North Face puffer jackets, hoping for some sun,” said Shotton, adding that Refaeli, instead, was in AP underwear.

“Thank God for Bar — she was a really good sport, waiting in the stables until the sun came out. And she is really hot — you can’t look like that and feel the cold.”

Shotton added that she chose the model for her “film noir, feline quality,” and for the synergy she had with the collection and Agent Provocateur.

Refaeli wears some of the key looks of the spring season, including a black, high-cut bodysuit in stretch chiffon with a built-in bra and suspenders, and a cropped camisole top with inner support, and miniskirt that can be worn as lingerie, pajamas or clothing.

Shotton said she’s seeing a trend for women wanting their lingerie to multitask and to have a sporty element, too. “They also want to show off our lingerie and are looking for something that is out of the ordinary.”
The campaign will be used online, in-store and at AP points of sale.

The British company is on a growth trajectory, with sales in the year ended March 29 up 36.2 percent to 53.1 million pounds, or $86.6 million, while earnings before interest, taxes, depreciation and amortization, or EBITDA, rose by more than 50 percent to 9.6 million pounds, or $15.6 million.

Online sales were up 30 percent year-on-year, and international brick-and-mortar expansion continues to be a major focus.

Over the past seven years, Agent has expanded its offer to include a lower-priced line called L’Agent, which is designed by Penelope Cruz and her sister Mónica Cruz Sánchez.

The brand also has five fragrances with partners InterParfums.

Bar Refaeli probed for tax fraud, must get permission to leave the country

Gag order lifted on case of supermodel, who was questioned for 12 hours Wednesday; authorities allege she falsely claimed not to live in Israel, failed to report ‘tens of millions of shekels’ in benefits

Israeli supermodel Bar Refaeli in Cannes in 2011. (Shutterstock)

Israeli supermodel Bar Refaeli is being investigated for potential tax offenses, including allegedly trying to avoid tax by falsely claiming not to be living in Israel, Hebrew-language media reported on Thursday. The reports came after the lifting of a Wednesday gag order that had sent gossip-mongers into overdrive. 

Refaeli, who spent 12 hours in questioning at the Tax Authority offices in Tel Aviv on Wednesday, was initially said to be suspected of failing to report over NIS 1 million (some $250,000) in celebrity benefits. Later Thursday, however, reports said the allegations concerned “tens of millions” of shekels. She also allegedly sought to avoid tax by falsely claiming not to be living in Israel. 

Refaeli, who denies any criminal offense, has been required to get the authorities’ permission if she wishes to leave the country.

Refaeli is suspected of not reporting that she had someone else pay her rent at an apartment at the luxury W high-rises in Tel Aviv; underpaying an interior designer in exchange for helping him with advertising; and receiving a free car from a company, also in exchange for help with advertising, according to news site Ynet.

Refaeli’s mother was also reported to be involved in the case.

The model, whose scads of campaigns for various companies has made her one of Israel’s most recognizable faces on the world stage, is also a mainstay of celebrity websites and gossip rags in Israel and the US.

But her career and jet-setting lifestyle may be cramped by the investigation.

The Tel Aviv Magistrate’s Court determined Thursday that Refaeli can leave Israel only in coordination with authorities and after depositing a sum of NIS 250,000. A third party would also have to put up a guarantee of NIS 500,000, Ynet reported.

Earlier Thursday, while the supermodel’s name was still under gag order, some Hebrew-language news sites tried to circumvent it by providing hints for observant readers.

An article on news site Bizportal, captured and posted on Facebook, featured a top-down acrostic of Refaeli’s name in Hebrew.

News site Walla, while not giving Refaeli’s name in its article, nevertheless tagged the supermodel in publishing the piece.

Giora Aderet, Refaeli’s attorney, denied the suspicions against the supermodel and her mother.

“There is no drama. In the end, this is just a civil dispute. No one cheated anyone else. It will all clear up soon,” Aderet told the NRG news site.

Bar Refaeli Stars in Racy Rampage Spring 2010 Campaign

Photo Courtesy of Rampage.

Refaeli posed poolside in a bikini.Israeli supermodel Bar Refaeli stars in the sexy new Spring 2010 ad campaign for popular sportswear brand Rampage. Refaeli began representing the brand last year, when she replaced Brazilian supermodel Gisele Bundchen (with whom Refaeli shares an ex-boyfriend, actor Leonardo DiCaprio).

The ads were shot in Paris Hilton's former home in Los Angeles by fashion photographer Gilles Bensimon. 

Model Bar Refaeli poses for a new ad campaign for Rampage. (Bauer Griffin)more pics »

Model Bar Refaeli poses for a new ad campaign for Rampage. (Bauer Griffin)more pics »

Model Bar Refaeli poses for a new ad campaign for Rampage. (Bauer Griffin)more pics »

Is Four Images Of Bar Refaeli Per Day Enough For The Home Page?

Pardon me, Mr. Home Page Editor? It’s Oded, Oded Shahar – I just started as an intern here last week, and, well – I just need to know as a general rule, is four images of Bar Refaeli enough for one day’s material on the home page?

I’m asking, obviously, because I’m new here, and I haven’t learned what sort of balance you go for in terms of news vs. lighter stuff and general human interest. I know you always maintain a certain minimum threshold of supermodels, actresses, or celebrities in bikinis as one of the featured items, so I’m trying to get a handle on the way that’s done. Do you want them rotated throughout the day, but keeping the same article and headline, or do we mix it up a bit? I’m asking today because while we have some good shots of her in various states of undress, there’s also the story of her upcoming wedding, and I need to know how to weigh this: do we maintain the same number of bikini shots on the home page – both in that featured item section and lower down in the celebrity gossip news – or do we count the wedding preparation articles and photos as part of the total? I’m new at this.

It’s not a technical problem, though, sir, I guarantee – I have the coding skills necessary for this. I just need guidelines on the content itself. For the regular news that’s not a big deal: just put in the headline and link to the article ion our database. As big news breaks, we change the headline and the link. But with this Bar Refaeli thing, there’s no actual news value – only an attempt to attract eyeballs with a famous beautiful woman in suggestive poses. Is there a rule for how long to leave a given image in place? And what is the proper ratio of Bar Refaeli to other half-naked female celebrities?

Gal Gadot and Adi Himmelbloi will always do in a pinch, but quantity isn’t a problem. I know if Gadot had another Wonder Woman movie coming out soon we’d be shunting Refaeli aside more, and whenever there’s anything to say about Eyal Golan we have to find a way to get some images of his wife Ruslana onto the home page. That much I gathered already. I guess what I’m asking is, how much of an all-Bar-Refaeli-all-the-time home page is this, really? Are we aiming for more or fewer images of Bar than on her own site?

OK, I’ll get back to you on how many we have for tomorrow. Apparently the Fitness Fluff Editor wants some bikini photos for a series on low-sodium diets.

Catwalk models aren't sexy: Bar Refaeli

Popular model Bar Refaeli doesn't find catwalk models "sexy".

The 30-year-old Israel-born beauty spoke about her views on runway models in an interview for the August issue of HELLO! Fashion Monthly, reports femalefirst.co.uk.

"I've never done catwalk because I was never skinny or tall enough. I was more of a sexy type of model and catwalk models aren't so sexy," she said.

Refaeli also revealed that while she loves dressing up for work, she prefers going "very basic" on her days off.

"I feel like my job is my alter ego; it's a different me and I love it. I'm a Gemini! Behind the camera, I'm totally different. I don't wear make-up, I don't wear heels and I'm very basic. But I love the fact I have this job and it gives me the opportunity to dress up," she said.

Earlier this year, she got engaged to Israeli businessman Adi Ezra and she hopes they will start a family soon.

"I think this will be a decade of family...I come from a family of four children. A lot of mums could read this and think, 'Yeah, try having one first'. Hopefully, I'll have a big family, but I'll take it one by one," she said.

Refaeli is sure she wants a "very simple wedding: not a lot of people, not in a big place, maybe outdoors, barefoot...".

Military says supermodel, products she advertises should be shunned in bid to fight draft dodging

The Israel Defense Forces has decided to step up its campaign against Bar Refaeli. Slamming the supermodel as a draft dodger, a senior IDF official has urged Israeli consumers to boycott Refaeli and all the products advertised by her.

Head of the IDF's Personnel Directorate Major General Avi Zamir visited the Interdisciplinary Center in Herzliya and spoke to students about"the struggle for each and every recruit in mandatory and reserve service – a national social mission."

At the end of the lecture one student asked the Major General why the IDF is not making an effort to enlist supermodel Bar Refaeli, the most successful Israeli model in the world today, who got married and received an exemption from military service.

Zamir seemed to be prepared for the question. Since his appointment as head of Personnel Directorate a year and a half ago, he has stepped up the all-out war against draft dodging. "The State of Israel is a law-abiding state," he said.

Zamir explained that "Refaeli presented a valid marriage certificate, which could not be disputed. At the end of the day she needs to look at herself in the mirror. We are a society with a military, and Bar Refaeli should not be in Fox (clothing brand) advertisements – if she advertises them, you shouldn't buy their products – and that will be the answer."

In order to stress the magnitude of the issue, Zamir noted that within a decade some 70% of 18-year-old

Israelis will not enlist into the IDF. "If we look 10 years ahead we will be in a situation where only 30% of youths will join the army. That's a large quantitative gap; a reality we cannot come to terms with," Zamir said

Sources close to the supermodel were unimpressed with Zamir's remarks. "The government and military need to conduct a thorough internal examination; instead of attacking Bar – (Zamir) should deal with more important things like releasing (kidnapped soldier) Gilad Shalit," said Tzipi Levin, Refaeli's mother.

'Serves as an Israeli ambassador' (Victoria's Secret Catalog)

Levin added that "Bar was not hurt and has no reason to be offended by the remarks. It flatters us that Zamir finds time to talk about Bar, but she does not take these matter to heart."

Meanwhile, most of the companies Refaeli advertises were not alarmed by the call to boycott their products.

"We are proud to be represented by Refaeli," said lingerie company Bonita de Mas. "We appreciate her contribution to the country and society and respect her privacy."

A spokesperson at FOX clothing company said that "Fox encourages enlistment to the IDF and is against a policy of draft dodging. The company has been active in the community for years and will continue to be active in the future.

"Refaeli did not serve in the IDF for reasons that are personal. Refaeli loves the State of Israel, and as an international model she serves as an ambassador for our country all over the world."

Bar Refaeli In Trouble With Israeli Army

A pro-Israel advertisement featuring the model has sparked an angry response from her country’s military.

Bar Refaeli’s cameo in a pro-Israel ad campaign has the Israeli Defense Forces in a tizzy. The new commercial, launched by the Israel Ministry of Foreign Affairs, promotes the country’s advanced technology and features an appearance by the Israeli model at the end.

IDF spokesman Brigadier General Yoav Mordechai drafted a letter to the Foreign Ministry on Sunday criticizing the decision to cast Refaeli in the ad because she never served in the Israeli army, a duty required by all Israeli women over the age of 18.

“I wanted to direct your attention to the negative message this sends to Israeli society by the use of Bar Refaeli, who did not serve in the IDF, as an official representative of Israel in a campaign abroad,” Mordechai wrote, according to The Jerusalem Post.

“In recent years, the IDF has been trying a variety of methods to improve the value of military service and to combat draft evasion in order to preserve the moral dimension whereby the IDF is the people’s army.”

This isn’t the first time Refaeli has been targeted by the IDF. She became the subject of criticism in 2007, when she briefly married a family friend to dodge military service (Israeli law exempts married women from serving in the army). Major General Avi Zamir was so peeved that he reportedly called a boycott of Refaeli-endorsed products. Refaeli came under fire again in 2010, when the AFP reported that she requested to be listed as a foreign resident of the country to avoid paying taxes.

The Foreign Ministry defended Refaeli in a statement in response to the IDF. “Refaeli is considered one of the most beautiful women in the world and is widely recognized as an Israeli,” the letter read. “There is no reason to bring up the past when it comes to a campaign of public diplomacy of this kind.”

Refaeli got involved in the squabble herself with a pair of near-identical tweets written in Hebrew. One reads, “Use the Foreign Ministry clip or not. My Instagram has more readers than the newspaper of the country. I will continue to focus,” and the other includes a photo of a political banner urging President Barack Obama to free Israel spy Jonathan Pollard.