An attempt to use controversial US influencer Braden Eric Peters, known as Clavicular, as an ambassador for Israel has resulted in national scandal. A soldier who appeared in his livestreams has been removed from her military position.
The incident highlights the challenges Israel faces in managing its international image and the potential pitfalls of using controversial social media figures for public relations, particularly amid ongoing conflict and criticism.
An attempt to leverage controversial American influencer Braden Eric Peters, known as Clavicular, into an ambassador for Israel has backfired, resulting in a national scandal. Peters, a prominent figure in the 'looksmaxxing' online subculture, visited Israel with the dual purpose of securing favorable content to improve the country's international standing amid the Gaza conflict and to rehabilitate his own reputation, which has been marred by accusations of antisemitism and association with controversial figures.
During his visit, Peters appeared repeatedly in livestreams with Shira Braun, a soldier serving in the Israeli army's Spokesperson's Unit. In these broadcasts, Peters made suggestive comments and inquiries about payment for pro-Israel posts. In response, Israeli military officials reprimanded Braun, removed her from her social media coordinator role within the unit, and reassigned her for the remainder of her service.
Peters' visit also saw him ejected from Israeli establishments and confronted by individuals angered by his past actions, including his participation in a video where he and other influencers sang lyrics from a banned Kanye West song. When interviewed by Israeli television, Peters refused to apologize for the 'Heil Hitler' video, instead accusing the interviewer of trying to 'drag me through the mud' and highlighting his perceived contributions to Israel's reputation, which he described as being 'in utter shambles'.
The trip, promoted by outlets like The Free Press as 'Israelmaxxing,' was intended to win back support among younger demographics. However, the outcome has delivered the opposite of the polished publicity sought by Israeli officials, particularly in light of global backlash over the war in Gaza and the occupied West Bank. Polling from April indicated that 60 percent of Americans held an unfavorable view of Israel, with negative sentiment particularly strong among younger demographics.