This week, Ayelet Shaked, Israel's Minister of Justice and one of the leaders of the conservative New Right party, headed by Naftali Bennet and Shaked, released a mock perfume ad brilliantly trolling Israel’s political Left.
In the ad, as The New York Times writes, Shaked, “moving in slow motion and cast in black and white, appears to be modeling for a luxury perfume. ‘Fascism,’ the perfume bottle label reads — a taunt to the minister’s critics, three weeks before Israelis vote.”
The Times notes that Shaked has been a longtime critic of the Israeli judiciary, which has always leaned to the Left. The Times writes:
… a narrator rattles off the many fronts in her long-running siege on the judicial system. “Judiciary revolution,” the narrator announces in Hebrew. “Reducing activism. Appointment of judges. Governance. Separation of authorities. Restraining of the Supreme Court.” “Fascism,” the ad proclaims in English, showing a perfume bottle with that as its label.
Shaked then says herself, “Smells like democracy to me.”
Shaked, a computer engineer who served in the IDF as an infantry instructor in the Golani Brigade, was office director for the office of Benjamin Netanyahu between 2006 and 2008; established the My Israel movement in 2010 along with Bennett; served in the Knesset for The Jewish Home since 2013, and has served as Minister of Justice since 2015. In 2019, she established the New Right Party with Bennett.
Shaked has studied American history; she has noted, "On what did Locke base the right to property if not the chapters on creation? After all, Locke’s Second Treatise of Government is inspired by a close textual reading of The Book of Genesis."
Of the Israeli judiciary, Shaked has written:
Is it still correct to say of the judiciary in Israel what Alexander Hamilton said about the court that he knew, that it “has no influence over either the sword or the purse?" Is it really true that the judiciary in Israel has “no direction either of the strength or of the wealth of the society?" To my mind, this is very doubtful. In fact, it is inconceivable to me that a judicial body that bears no responsibility for filling the purse permits itself to empty it, but unfortunately, this is the situation in Israel today ... The new tracks that I seek to lay—carefully, while protecting the independence and dignity of the court—are meant to define more precisely the routes of each of the branches, legislative, executive, and judicial, and thus to enable regular traffic and prevent future collisions.
Shaked even references the classic historian Alexis de Tocqueville, who lavished praise upon America:
[O]nly a person with real patience who knows that the advantage of democratic government lies not in its immunity from errors, but in the fact that its errors can be corrected in the long term ... only a person like this could understand the enormous benefits of long-term governance power and what de Tocqueville meant when he spoke of the healthy influence of the government’s ability to govern effectively. Tocqueville’s words must be borne in mind as we lay the new tracks regulating the relations between the Supreme Court and the other branches of government.
Anshel Pfeffer, a columnist for the lefist Israeli paper Haaretz, admitted that Shaked’s ad is winning over workers, tweeting, “By the reactions, it’s working.”