Moti Morel was an Israeli publicist, strategic consultant, and communications consultant. He began his professional career in 1975 as a copywriter and creative director in advertising agencies. Among the clients he handled were the First International Bank, the Jewelry Exchange, the “Constitution for Israel” organization, the beer factories, Osem, Bank Hapoalim, and Tempo soft drinks. He authored some of the most well-known slogans in Israel.
In 1985, he founded the Morel Advertising Company and also conducted a series of Knesset election campaigns. Morel was the chief copywriter of Yitzhak Rabin’s thirteenth Knesset election campaign in 1992 (featuring the slogan “Israel is waiting for Rabin”). He also was the campaign manager for Benjamin Netanyahu’s 1996 election campaign (using the famous slogan “Peres will divide Jerusalem”). At first, Netanyahu was 20% behind in the polls, and it seemed that Peres’ victory was guaranteed. Morel’s slogan was an important factor in Netanyahu’s victory.
Morel provided communications support for a series of campaigns and struggles, including the doctors’ strike in 2000, the struggle of Holocaust survivors (2007), the struggle to establish a hospital in Ashdod (2008), the struggle of the IDF Disabled People’s Organization, the struggle to build the border fence between Israel and Egypt (2010), the struggle of Israeli screenwriters and directors for better conditions (2014) and many others.