For the fourth time in a matter of months, Netanyahu released a carefully-crafted video on Wednesday that took off in the social media universe, attracting hundreds of thousands of viewers across a number of different platforms in a matter of hours.

And in a reflection of the new video-clip driven news world, the subject of Netanyahu’s comment itself was a video clip that went viral a day earlier of a Palestinian man urging his flag-waving four year old son to throw rocks at Israeli soldiers, egging them on to shoot his son.

Even as that video went viral on Tuesday, B’Tselem – perhaps in an effort to counterbalance it – released a video filmed a week earlier of a border policeman in Hebron snatching and throwing into the bushes an 8-year-old girl’s bicycle.

Netanyahu, in an increasingly familiar pose behind his desk, next to an Israeli flag, and in front of Talmud laden book shelves and a family portrait, looked squarely into the camera and said in English, with Hebrew subtitles, “I’ve just watched a video that shook me to the core of my being.  In just a few second, it shows why our conflict persists.”

Netanyahu showed a short snippet from the clip, and explained, that the father “pushes his young son forward toward the soldiers and screams, ‘Kill him! Shoot him!’ The boy pauses. He is scared. Any child would be.  He turns back, looking at his father for guidance.

“With his shirt tightly tucked into his bright red shorts, the boy ambles forward towards the soldiers. One of them extends his hand in friendship. The boy gives him a high-five. It’s hard to make a four-year-old hate.”

The personal-nature of Netanyahu’s delivery, the language used (“bright red shorts,” a “high-five”), is all very personal, and similar to the other videos Netanyahu has recently released: one following the Orlando terrorist attack in June which the Financial Times hailed as a”a masterclass in responding to tragedy;” another following the murder of in Kiryat Araba of Hallel Yaffe Ariel in June; and a third last week in which he again apologized for his pre-election comments about Arabs coming out to vote in droves, this time saying he wanted them to “thrive in droves.”

All of these videos, as senior government officials acknowledge, bear the hallmark of David Keyes, the Prime Minister’s English-language spokesman who took over from Mark Regev in March.

Keyes is spending less time than Regev did with the traditional press, and more on getting the prime minister’s message out on platforms that will get the most traffic. He came to his job with an experience in producing videos that go viral, having made several widely-viewed satirical videos of the Iranian negotiations when he headed a human rights organization in New York.

Video Below: PA TV falsifies video to hide handshake between Israeli soldier and boy

“Israel and the Prime Minister have much to be proud of,” Keyes said. “This approach is enabling tens of millions of people globally to see the truth about both.”

Personalizing the message is a key. For instance, in the recent video...read more at VIN