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Bank Discount has signed the popular, and versatile, TV personality Modi Bar-On as its face for another three years. Bar-On's associates say that he will be earning the "average market price" for his services, which means, roughly $600,000 for the three years. Bar-On has been Bank Discount's regular ad campaign presenter for more than four years. A bank spokesman said Bar-On was chosen to further the bank's message of a retail bank suited to just about anyone. Bar-On is well suited to the role, the spokesman explainde, because he represents the average Israeli, with a simple, unpresuming style of speech.

The bank launched a new ad campaign last night, through Yehoshua TBWA advertising agency, starring Bar-On, as well as other well-known figures.

An earlier campaign for credit services featuring Assi Dayan was inspired by the television series 'Therapy', in which Dayan stars.

Among his many roles, Bar-On is also one of Israel's most popular sports presenters. (Adi Dovrat)