The election in Israel is imminent. Netanyahu is going up against the Herzog/Livni duo. If the duo wins, Herzog agreed to serve the first two years as PM, and Livni the second two years. Herzog is seen as lacking gravitas and Livni as a flip flopper. That's all you need to know for these two ads.
For more background this Economist article gives a great synopsis. This one explains the coalitions that need to be built for either camp to gain a majority.