Ever since Yesh Atid crashed in the March 2015 election, dropping to just 11 seats, the party’s founder and chairman Yair Lapid proved that he understands political campaigns.
He showed talent in flipping off the opposition and succeeded in stealing the limelight from its official leader, Knesset member Isaac Herzog of the Zionist Camp. Lapid kept to a systematic strategy, which should have brought him to the prime minister’s office. This includes growing closer to the ultra-Orthodox and even playing up to them — because in Israel in 2016, there is no way to be prime minister without their support. It means winking at the right and distancing himself from any left-wing indicators — because in Israel in 2016, public sentiment is aligned with the nationalist right. And it involves embracing a stately (mainstream) approach on security and diplomatic issues — because the public knows how to appreciate a leader who does not attack the prime minister during hard times.
Within just a few months, Lapid has become a well-oiled public-diplomacy machine, explaining Israeli policies overseas. He positioned himself as a patriot and die-hard Zionist who combats anti-Semitism from every imaginable forum, lashing out at Palestinian President Mahmoud Abbas and UN Secretary-General Ban Ki-moon on a regular basis. The public responded well to this, and Lapid soared in the polls. According to public opinion support polls, he now heads the second-largest party after the Likud and is the only viable alternative to Prime Minister Benjamin Netanyahu.
It was all very impressive until July 4, when Lapid made his first mistake. He was on his way back from Eilat to Tel Aviv, so he used his wait at the southern city’s airport for a live video chat with his Facebook followers. Lapid read their questions and spent about 20 minutes answering them. In his friendly and eloquent way he discussed drafting the ultra-Orthodox, the banner issue most clearly identified with him and that won him 19 seats in the 2013 election. He said, “Equal [sharing of the burden] will not be on the table if and when we form the next government.” He then explained that the issue is currently before the Supreme Court and that he will respect whatever it decides.
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