Shalom Life | March 15, 2014

Scarlett Johansson’s SodaStream Ad Banned From Super Bowl [VIDEO]

Fox has deemed the commercial unsuitable for air

By: Ashley Baylen

Published: January 28th, 2014 in Culture » TV » News

Scarlett Johansson’s run as the first global ambassador for Israel’s SodaStream has gotten off on a bad foot. Last week, she was criticized for supporting a company that operates a factory in the West Bank. One of the major opponents was international aid group, Oxfam, which Johansson supports and has done charity work with in the past.

Johansson immediately released a statement to Huffington Post defending her involvement with SodaStream, writing “SodaStream is a company that is not only committed to the environment but to building a bridge to peace between Israel and Palestine, supporting neighbors working alongside each other, receiving equal pay, equal benefits, and equal rights… I believe in conscious consumerism and transparency and I trust that the consumer will make their own educated choice that is right for them.”

The ‘Her’ actress probably assumed that her problems associated with Israel’s SodaStream were over, until it was discovered that Fox has banned the 30-second spot that was expected to air during the Super Bowl.

The commercial features a sultry Johansson concocting her own carbonated beverage using the SodaStream machine. At the end of the ad, she simply says “Sorry, Coke and Pepsi.”

These aforementioned four words were apparently too controversial for Fox. Their choice to ban the ad was based upon the network’s fear of the two soda companies, according to SodaStream CEO, Daniel Birnbaum.

He told USA Today that Fox rejects the ad “because they’re afraid of Coke and Pepsi,” who have both been purchasing ad space during the Super Bowl for years. Pepsi also sponsors the halftime show.

What are they afraid of?" Birnbaum said. "Which advertiser in America doesn't mention a competitor? This is the kind of stuff that happens in China. I'm disappointed as an American."

Fox and Pepsi both declined to comment on the matter, while Coca-Cola simply stated, “I can confirm we did not pressure Fox. Other than that, we don’t comment on our competitors’ efforts.”

Watch the uncensored version of the banned ad below.

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