In a strategic move to shape public perception amid escalating tensions with Iran, Israel has initiated an advertising campaign on streaming services such as Tubi, and other free ad-supported platforms. The ads, which began appearing this weekend, aim to provide context for Israel’s military actions following recent strikes on Iranian nuclear facilities and the subsequent Iranian missile retaliation. The campaign marks a notable shift in Israel’s public diplomacy efforts, leveraging the growing reach of streaming media to communicate directly with international audiences.
The advertisements, ranging from 30 seconds to two minutes, feature a combination of narrated explanations, archival footage, and infographics. They outline Israel’s stated rationale for its airstrikes, which targeted Iran’s Natanz nuclear facility and other sites on June 13, 2025, citing Iran’s alleged advancement toward nuclear weapon capabilities. The ads emphasize Israel’s position that the strikes were preemptive measures to ensure national security, while also acknowledging the civilian toll and calling for diplomatic resolutions.
The decision to use streaming platforms reflects their accessibility and popularity, particularly among younger viewers who may not engage with traditional news outlets. Tubi, with its millions of monthly active users, was chosen for its broad demographic reach and cost-effective ad placements. Similar campaigns have been spotted on other platforms, including YouTube and select mobile apps, targeting viewers in the United States, Europe, and parts of Asia.
Neither Tubi nor the Israeli government has publicly commented on the campaign’s specifics. Analysts suggest this approach may set a precedent for how nations use digital media to navigate global opinion during conflicts, raising questions about the intersection of advertising, diplomacy, and impartiality in wartime narratives.
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