The commercial featured gray skies and passing trains moving behind posters stapled to telephone polls and fluttering in the wind bearing the pictures and names of assimilated Jews. With foreboding music in the background, a well-known Israeli newscaster says, "More than 50 percent of young Jews assimilate. ... We are losing them," according to a translation by the Israeli newspaper Ha 'aretz."The reality is that a major proportion of self-identified Jews under 25 today have only one Jewish parent," the Forward's JJ. Goldberg wrote, adding later that "huge numbers of these children - we used to call them half- Jews - grow up to become active, identifying Jews. The question now is how to draw the new Jews to Judaism."While this campaign attempted to motivate the Israeli public to be more involved in this collective enterprise, the images that were chosen touched many raw nerves," MASA's North American director, Avi Rubel, wrote in a public statement. "The Jewish Agency and leadership of MASA have made an immediate decision to refocus MASA's ad campaign in Israel by moving to its next phase, which will no longer include the contentious images that have appeared on Israeli" TV.