This paper handles (the execution of) genre shifts (GSs) in Israeli political campaign in 2013, specifically written advertisements edited in newspapers, on the Internet, on stickers, in leaflets, and on billboards. GSs may serve to fulfill two main pragmatic-rhetorical functions. It thus stresses the key role of genre shifts in the intertextual event of integrating semiotic meanings into a linguistic text; specifically in this case, integrating cultural-societal meanings into campaign advertisements.