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The IDF actually purposely puts out these videos to promote their image. There is no way they will let you wear makeup and jewellery in any army. I think they also sometimes make ops with models they pay for this? But I don’t remember. Doubt they need to as service is compulsory in Israel, they just have to order a recruit to do it.
I imagine too they get some kind of bonuses / perks if they do one of these and it goes viral. Both the US and Israel have paid propo / social media departments so that wouldn’t be a surprise.