this is a video put out as part of a campaign of a private organization called Shishi Israeli that is trying to promote some sort of Israeli culture that includes Jewish traditional things among Israeli cultural things. They have billboards up around the country merging a soccer ball with a challa - saying Friday soccer (football) is an Israeli tradition, and kiddush is an Israeli tradition. According to the Shishisraeli website, the people behind this are secular businessmen trying to promote family values and unity. Needless to say, some people are upset about this promotion.