Even in war, branding applies. Israel and Hamas are engaged in a parallel battle of optics despite a ceasefire that took effect Jan. 19 after more than a year of devastating war.

It is believed that at least two of the six American hostages still held in Gaza are alive — Sagui Dekel-Chen, 35, who grew up in Bloomfield, Connecticut, and Edan Alexander, 19, from Tenafly, New Jersey. Four other Americans are believed to have been killed in captivity.

Keith Siegel, a U.S. citizen, was released by Hamas as part of ongoing negotiations under the Gaza ceasefire deal that began last month. He was released alongside two other male Israeli hostages — Ofer Kalderon and Yarden Bibas.