[Video below.] United Torah Judaism’s newly released election campaign video, featuring singers Naftali Kempeh and Shmueli Ungar, which can be watched below, is drawing criticism for focusing on music and party representatives while leaving out the images of the gedolei Yisroel who have traditionally occupied a central place in the party’s election campaigns.

In a commentary published by Emess, Eliezer Chassid questioned the direction of the party’s latest campaign, arguing that its polished musical presentation lacks the connection to Torah leadership that has characterized previous efforts to mobilize chareidi voters.

The campaign was launched considerably later than those of competing parties ahead of Israel’s 26th Knesset elections. Shortly before Sukkos, United Torah Judaism introduced its slogan, “The Privilege of Being Chareidi,” but the accompanying musical video did not appear until approximately two weeks before Election Day.

The video brings together several familiar melodies from the contemporary Jewish music world, including the Pittsburgh tune for the Shabbos zemirah “Tzamah Nafshi LeElokim,” the Belzer “Ule’orer Libi,” the Skulener “Al Ta’azveinu,” and the energetic “Ratevet,” composed by Hershy Weinberger and originally performed with Shmueli Ungar.

Kempeh and Ungar deliver the medley with considerable energy and emotion, accompanied by the Malchus Choir under the direction of Pinchos Bichler. Chassid praised the musical arrangement, lyrics and performances, making clear that his criticism was directed at the campaign’s messaging rather than its production.

The central issue, he argued, is the absence of the gedolei Yisroel from a campaign representing a party whose voters have historically been encouraged to follow the guidance of their rabbonim.

For decades, the words “Ve’asisa kechol asher yorucha” — the Torah’s instruction to follow the rulings of Torah authorities — have been closely associated with chareidi election campaigns.

Chassid suggested that archival footage of Rav Yosef Shalom Elyashiv and Rav Chaim Kanievsky casting their ballots for United Torah Judaism, together with images of the Yeshuos Moshe of Vizhnitz, the Pnei Menachem of Ger and the Biala Rebbe, would have provided a connection to the party’s spiritual heritage.

Instead, the new video features United Torah Judaism’s candidates for the next Knesset sitting together in the sukkah of party chairman Yaakov Asher.

Another point raised in the commentary concerns the decision to feature Shmueli Ungar, an American Bobover chossid who does not reside in Israel and cannot vote in the upcoming election.

While acknowledging Ungar’s considerable musical talent, Chassid questioned why the campaign did not choose an Israeli performer who would share the electoral experience of the audience being addressed.

He suggested that an Israeli singer could have brought an additional dimension to the presentation through his own participation in the election.

At the same time, Chassid acknowledged the apparent intention behind the production’s musical choices. The combination of Kempeh and Ungar appears designed to represent both Litvishe and chassidishe audiences, with the Malchus Choir adding another element to the arrangement.

The commentary also drew a comparison with Shas, whose election materials prominently feature images of Rav Ovadia Yosef zt”l. Chassid noted that some polls have shown Shas recovering from six seats to eight, although the commentary did not establish that the campaign’s use of Rav Ovadia’s image was responsible for the reported improvement.

By contrast, United Torah Judaism’s video includes scenes of chareidi demonstrations and yeshiva learning, but does not prominently feature the rabbinic figures traditionally associated with the party’s political direction.

Chassid concluded that while the slogan “The Privilege of Being Chareidi” may resonate with the party’s supporters, the campaign’s emphasis on music, communal identity and political representatives differs from the appeals to rabbinic authority that have defined many of its previous election efforts.

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{Matzav.com}