WATCH: Likud compares anti-Netanyahu campaigners to school bullies in new election video

A video released by Israel’s Likud Party has drawn sharp criticism for comparing its political opponents to school bullies, framing them as aggressors against Prime Minister Benjamin Netanyahu. The ad, which aired on Sunday, features a mother preparing anti-Netanyahu protest posters when her child calls to say he is being bullied at school. She soon recognizes that the bullying her child faces mirrors the treatment Netanyahu reportedly receives from the opposition, prompting her to discard the posters and console her son. The video, uploaded to the Likud Party’s X/Twitter account, includes the caption “End the boycotts,” a direct reference to ongoing efforts by critics to pressure Netanyahu to step down. Culture and Sports Minister Miki Zohar, a Likud member, shared the clip on his personal X account, reinforcing the party’s stance. In his post, he urged supporters to “vote for Netanyahu and the Likud,” emphasizing the need to end what the party describes as a coordinated campaign of harassment. The ad follows reports that Netanyahu is uncertain about his electoral strategy, fearing his party may lose ground in upcoming elections. According to KAN News, Netanyahu has yet to decide on a specific approach to regain the seats Likud lost in recent polls. He told KAN that the party has “lost 10 seats” and expressed uncertainty over how to recover them. This internal doubt within the ruling coalition adds to the growing tension ahead of the October election, where public support for Netanyahu appears to be waning. The Likud Party’s portrayal of its opponents as bullies has sparked controversy among analysts and political commentators. Some argue that the comparison undermines democratic discourse, suggesting that dissenting voices should be treated as disruptive rather than legitimate. Others note that the ad reflects a broader pattern of tactics used by right-wing parties to delegitimize opposition, often through emotionally charged imagery designed to appeal to nationalist sentiments. The video’s content also raises questions about the role of social media in shaping political narratives. While the Likud Party claims to be countering a “boycott” movement, critics point out that the term is vague and lacks clear definition. The ad’s emphasis on ending “boycotts” could be interpreted as an attempt to frame opposition activity as illegitimate, potentially influencing voter perceptions. The use of a relatable scenario, such as a parent dealing with schoolyard bullying, aims to evoke empathy and align the audience with the party’s perspective. Despite the Likud Party’s efforts, the political landscape remains volatile. Recent polls indicate declining approval ratings for Netanyahu, with many Israelis expressing frustration over his leadership style and policies. Meanwhile, the opposition continues to gain momentum, particularly among younger voters and urban populations who have grown disillusioned with the status quo. These shifting dynamics suggest that the upcoming election could see a realignment of power, challenging the dominance of the right-wing bloc. As the campaign period intensifies, the focus will likely shift toward policy positions and economic performance, though the emotional resonance of ads like the one released by Likud may continue to play a role in shaping public sentiment. With Netanyahu still undecided on his strategy, the coming weeks will be critical in determining whether the Likud Party can reverse its fortunes or if the opposition will consolidate its gains. For now, the video stands as a symbolic gesture, reflecting both the challenges facing the government and the evolving nature of Israeli politics.