Update: According to the Seventh Eye website (Hebrew), the owner of the media agency who ran the advertising campaign claims the word Daes means “give gas” and the entire sign means “If you want to give gas go to Sigma” (Sigma being a college giving the Israeli equivalent of a SAT course). In Arabic its similar to saying “if you want to get ahead”. The advertising agency also points out that the campaign was planned long before road-terrorism was an issue.
He has expressed his intention to sue Walla, which broke the story. Walla has since changed their original piece, to make it clear that it was “possible” to misunderstand the sign.
The sign is a play on words literally meaning “running over organisation in Nazareth” meaning running over Jews. The act of running over, however is “da-es” which is very close to the Arabic acronym for Islamic State “da-esh” (which is the phrase we use in Hebrew to describe the head choppers too).
https://twitter.com/IsraelHatzolah/status/531460329771773952
With translation help from my friend J.
Update 18:15: As ever we’re on the look out for Photoshop fakery here. The best clue that this is real is an enlargement of the lower left of the image where the plant slightly obscures the billboard. It’s very hard (but not impossible) to get this right and this image certainly passes a basic inspection.
Update 19:45 [Judge Dan]: Banner is real.
This was posted by the “Tanzim Daes” group itself
Update: This news report confirms it is real (Hat tip: Dave B).