Aliya water, happens once, perhaps!

Aliya water, an oddity right now in the market - a non-political ad in a very very politicized landscape - which I guess makes it show more rather than less. Aliya is selling itself under "ma btetkarrar" which means - literally - "will not happen twice" and - metaphorically - "cannot be filtered".
I am a bit on the fence as to what they are trying to convey, but remember - they stand out simply by not selling or spoofing politics and that says a lot these days!