From the Eurovision stage to commercial breaks: “Espresso Macchiato”, which gained international success, has been sold for use in a new Israeli commercial for Discount Bank starring Rotem Sela — in a deal valued at approximately €65,000.
After conquering the stage of Eurovision 2025 in Basel and placing third in the final with the song “Espresso Macchiato”, Estonian singer and rapper Tommy Cash continues to enjoy success — this time in the commercial sphere. Cash has sold the rights to use the song to Discount Bank for about €65,000.
In recent days, a Hebrew-language version of the song was released as part of Discount’s new campaign for small business owners, starring Rotem Sela, the bank’s regular presenter and co-host of “HaKokhav HaBa LaEurovision“. The campaign was developed by the Adler Chomski advertising agency, which initiated and purchased the rights to Cash’s original song to use it as the main soundtrack of the advertisement.
From Eurovision to the Bank Account
Although Tommy Cash did not win first place in the competition — where Austrian singer JJ triumphed with the song “Wasted Love” and Yuval Raphael represented Israel, finishing second with “New Day Will Rise”, “Espresso Macchiato” quickly became the season’s biggest hit.
The song earned millions of streams across Europe and stayed at the top of Israel’s official charts for weeks after the contest ended. In many ways, the song’s commercial success proves what Eurovision fans have long known: you don’t have to win to become a pop phenomenon.
An Israeli Campaign with an International Flavor
The ad version produced by Discount retains the upbeat, humorous spirit of the original, while adapting it for a local audience. The Hebrew lyrics, Rotem Sela’s charismatic presence, and the colorful production give the song an Israeli twist that makes it sound freshly born.
This move positions Discount Bank as a key player in Israel’s advertising landscape, cleverly merging global pop culture with contemporary local content.
From European Stage to Israeli Screen
Tommy Cash’s deal is further proof that Eurovision songs can transcend the boundaries of the competition and become cultural assets in their own right. “Espresso Macchiato” began as an experimental pop track from Estonia and, in less than a year, turned into an Israeli jingle that everyone hums — even if they don’t know where it came from.
Estonia at Eurovision 2025
“Espresso Macchiato” is the name of the song performed by the singer Tommy Cash, who represented Estonia in Eurovision 2025. The singer reached third place in the grand final with 356 points. Estonia received 258 points from the televoting, placed second, and 98 more points from the jury vote, placed ninth.
This result is Estonia’s best since their third place in Eurovision 2002, 23 years ago.
Eurovision 2026: This will be Estonia’s 31st participation in Eurovision. Estonia joined the contest in 1994 and achieved its best result in Eurovision 2001 when singers Tanel Padar, Dave Benton and 2XL, won first place with the song “Everybody”.
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Ilay Gaist is a leading Israeli content creator and writer specializing in the Eurovision Song Contest. He is a well-known commentator with extensive expertise in the contest’s history, rules, and dynamics. His passion for Eurovision drives him to deliver rich, professional, and innovative content to his audience.
Ilay holds a bachelor’s degree in Arabic and has a multilingual background. He also engages in cultural research, with a particular focus on global culinary traditions and the evolution of local cuisines around the world.
