That Whopper Burger Ad And Us

By Rabbi Zalman Bluming

In 2017, a marketing genius released an incredible ad, often described as one of the greatest ever made.

In it, a man comes on screen and says, “You are watching a 15 second Ad which unfortunately is not enough time to explain all the ingredients of our Burger Sandwich, but I have an idea.” He leans towards the screen and says, “Hey Google, what is the Whopper Burger?”

He says it loudly enough that Google Home devices—similar to Siri or Alexa—activated in millions of homes across America. Suddenly, living rooms everywhere were filled with voices answering, “A Whopper is…” It was brilliant.

No longer was it just the person on the screen explaining the product; every home became part of the advertisement. The audience didn’t just hear the message—they became the message.

We are a week before Yud Shevat, and it struck me how much we can learn for it.

1. Torah as Internal, Not Imposed
In our lives, we sometimes experience Yiddishkeit—Torah and Mitzvos—as something external and peripheral, rather than integral to who we are. It can feel imposed, unnatural, something we must struggle to acquire. We know it is “the right thing to do,” yet it does not always feel like an authentic expression of our true selves.
In his inaugural address, as the Rebbe welcomed us into the unique mission of the Seventh Generation, he lovingly shared the maamar Ba’asi L’Gani. He taught us to recognize the world as Hashem’s garden and to grant Him access to what is already truly His. Allow Hashem into the “Google Home system” of your life, and everything becomes transformed.
Yet beyond the revolutionary ideas that were loving shared that evening, something deeper happened. He activated our “Google Home Systems”.

He lit our pilot lights, igniting souls that burst into flame and dance.

Within each of us lies an inner wisdom—an intuitive center capable of answering life’s deepest questions and clarifying our personal mission. The Rebbe emphasized this more and more over the years: that we should turn inward to discover the truth of Elokus ..That is the power of טוט אלס וואס איר קענט find your unique way of being part of the answer and let that guide your steps.

The completion of building Hashem a dwelling in this world—Dira B’Tachtonim—cannot be imposed from above or constructed from the outside. It cannot rest solely on the Rebbe or teachers transmitting messages and expecting passive absorption. The world itself must participate. When the message resonates from within, the response is genuine, powerful, and lasting. A home for Hashem can only be built from the inside out.

Secondly: Every Home Is a Beis Chabad
Every home is a vital outpost in this battle to bring Moshiach
Every home is a Beis Chabad. Every house needs to be cultivated to help expand Hashem’s garden, until the voice of Hashem resonates not from outside our walls, but from deep within them.
I often wondered why the Rebbe didn’t create a synagogue chain like many other great leaders did – and why he specifically called it a Chabad House – I am not sure yet perhaps:
How many synagogues can you create? three hundred, four hundred, even three thousand. The Rebbe dreamed far more audaciously. His vision would not be fulfilled until every home became a Beis Chabad—millions upon millions of homes.

Thirdly: Every Chossid is a Shliach
The Rebbe activated within each of the us, the leader ..the giant ..the ambassador
Yet even when we don’t feel equipped ..
We are all familiar with the story of Reb Mendel, whose English was practically non-existent. When he approached someone to put on tefillin, he would simply say, “I Jew, you Jew; I tefillin, you tefillin.”

Despite the language barrier, the Jew would usually be eager to fulfill the mitzvah.
Reb Mendel understood a simple and profound truth: You don’t need to explain tefillin or offer deep philosophy. A Jew already knows it all.
All that’s required is to activate the inner “home system.”

When you say to a Jew, “You Jew,” his system naturally responds, “I Jew too.”
This is the Rebbe’s deeply held belief—that every Chossid today is more than qualified to be a shliach, wherever they live. You are working with active “google home systems” that are waiting

Fourthly – Evoking Truth, Not Preaching It
If you truly care about someone, do not preach or even offer advice. Instead, evoke from within them the keys to the truth. Activate their inner home system. In the Igros Kodesh, as the Rebbe responded to tens of thousands of letters, he often revealed how the answers were already hidden within the questioner’s own words.

And lastly; From One Voice to a Global Echo
One voice sharing a message can be powerful—but it remains limited. When millions of voices echo together, the power multiplies exponentially.
We desperately need each and every individual enlisted and unified.

Every Jew carries a spark of Moshiach; every one of us is essential to bringing the Geulah. As each of us, wherever we are, shares the Rebbe’s message, those voices merge into a global echo that will be heard across the world. May it be today.