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Shmurah Matzo: The Bentley of Matzo?

That’s what a new Chabad Passover commercial says

Stephanie Butnick
April 01, 2014
A Bentley, the Shmurah matzoh of automobiles. (AutoWeek)
A Bentley, the Shmurah matzoh of automobiles. (AutoWeek)

If you were confused by the title of a Passover commercial circulating the web in recent days—”Bentley ad for shmura matzo“—and wondering why on earth Bentley would be advertising for a matzo company, fear not. I too was perplexed, though a cursory viewing reveals that it’s not, in fact, a real Bentley ad. It’s a parody, brought to you in time for Passover by your local Chabad.

“If you’re seeking luxury, you should aim for the top,” the video’s intriguing British voiceover says as the camera pans over the sleek, smooth body of a British automobile. “Each piece is specifically arranged and handled in order to guarantee the quality of the product. It can’t be compared to the machine-made, assembly-line’s mass-produced cars” It’s not really about cars at all—it’s about matzo!

Shmurah matzo is handmade under the supervision of a rabbinic authority, ensuring that at no point does the mixture come into contact with water or moisture. Just like Bentleys are produced under the watchful eye of engineers and craftsmen to create the best possible product. There’s no substitute for handmade—even if it costs more.

Get it? Dayenu.

Stephanie Butnick is chief strategy officer of Tablet Magazine, co-founder of Tablet Studios, and a host of the Unorthodox podcast.