In the spring of 2009, AVI CHAI, through Yedioth Books, published Pirke Avot: A New Israeli Commentary, edited and with commentary by Prof. Avigdor Shinan. Pirke Avot is a collection of aphorisms regarding wisdom and ethics by dozens of sages, The AVI CHAI publication is intended to encourage Israeli Jews to adopt Avot as a basic household text. The new text includes a contemporary commentary, supplemented by a wealth of background information and perspectives, including: biographical information on the sages cited; illustrations, such as manuscripts, maps, works of arts, and comics; discussion of traditional commentaries; excerpts from literary works, primarily modern Hebrew literature; references to similar sayings found in Jewish or world literature; citations of scholarly research of interest; and folk art, humorous passages, slang, and other light touches. The multiple perspectives are intended to engage the interest of diverse readers and enhance the text’s significance in Israeli cultural discourse. In less than a year since its publication, more than 30,000 copies have been sold, indicating that a significant number of Israelis find the ancient words of wisdom to be of interest.