The Hebrew lyrics for an Israeli sandwich shop ad don’t sound quite like a typical Israeli nightclub anthem.
“Kebab, merguez sausage, shakshuka/Vegetables and onion are always interesting … Now that you’ve eaten a baguette with soul/you will definitely be back,” the song goes.
But Omelette Bread in Netanya, the song in an ad for a shop of the same name in the coastal city, has gone viral in Israel, racking up millions of views on TikTok and spawning hundreds of spin-offs, parodies and restaurant review videos. It is being played at trance parties, weddings and in the heads of millions of unassuming social media scrollers.
The kiosk’s owner, Vicky Ezra – the man who, if the song is to be believed, “puts his love into the baguette” – wasn’t always a sandwich connoisseur. Before falling ill with COVID-19 during Israel’s first wave in March 2020, Ezra was a successful real estate businessman. Ezra was put into an induced coma and only regained consciousness two and a half weeks later.
During his lengthy rehabilitation, he was haunted by nightmares and decided he couldn’t return to his former business. He bought the modest-sized shop as an inheritance for his son, Moriel.
The song was made not so much as a marketing ploy, but more to make Ezra happy.