As an American Jew, I found the ads spot on. The ad targeted Israelis whose ties to Judaism are through its culture rather than its religion. The ads send the message that ties like these will not be passed on to children raised abroad, which is 100% true. Yes, it is possible to live a very Jewsih life outside of Israel, but not when one's ties are only to Israeli life and selected Jewsih customs..
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Some 100 protesting in Jerusalem against new civics curriculum (Haaretz)
from the article: Why Israel's expat campaign offended so many U.S. Jews