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.

On Thursday, Hamas released three Israeli hostages as part of the ceasefire deal, along with the five Thai nationals. On Saturday, two Israelis - Ofer Kalderon, 53, and Yarden Bibas, 34 - were released, alongside American-Israeli Keith Siegel, 65.