Who is the Real Israeli? The one who joins Israel's citizen army, or the one who avoids it?
That's the question being posed to Israelis these days by two competing ads that have become the latest salvos in an ongoing national debate about draft dodging.
To Israeli advertising bigwig Rami Yehoshua, the answer is clear: Real Israelis serve in the military.
So, with his oldest son preparing to start his army service, Yehoshua decided to heed the call of IDF Chief-of-Staff Gabi Ashkenazi and try to "shame" Israelis who don't serve in the military.
With the Israeli army's blessing and lots of his own money, Yehoshua created an anti-draft dodging campaign.
The centerpiece is this 30-second-ad shown on Israeli television and before movies in theaters across the country.
As the fates would have it, the anti-draft dodging commercial was shot at an Indian restaurant in Tel Aviv where a couple of anti-militarism activists work.
After seeing the ad, the activists decided to use the same restaurant, the same table, and the same scenario to film a spot-on 90 second retort.