Originally adopting President Obama's reelection campaign, the Likud sought to let Netanyahu use his power of incumbency to launch a negative campaign against it's rival parties, and cruise to victory. But with Naftali Bennett's rise and the center-left votes remaining staying split between Lapid and Livni, The Likud Beitenu campaign has shifted strategy to a more positive campaign emphasizing the achievements of Prime Minister Netanyahu rather than the faults of his political opponents.
The
change came amid public opinion polls indicating that the Likud had steadily
fallen in support
Likud Beitenu
unveiled two new election ads, one featuring ordinary Israelis from all sectors
saying they would vote for the list, and the other under the slogan “When
Netanyahu talks, people listen,”