Why Scarlett Johansson’s SodaStream Super Bowl 2014 Ad Was Banned [Video]

SodaStream commercial that features Scarlett Johasson was banned from showing at Super Bowl 2014.

Scarlett Johansson signed up for a Super Bowl ad, but TV viewers will only be able to enjoy a censored version of it.

The 29-year-old “Avengers” star was filmed in a commercial for SodaStream that was set to be broadcast during Super Bowl XLVIII  on Sunday, Feb. 2.

FOX, the company that will air the long-expected event, announced earlier this month that the actress has been named the brand’s first-ever Global Brand Ambassador.

“Like most actors, my real job is saving the world,” Johansson, clad in a white robe, claims at the very beginning of commercial.

She then proceeds to the SodaStream equipment to demonstrate. “Start with plain water, add bubbles, mix in the perfect flavor. Look, soda that’s better for you… and all of us. Less sugar, less bottles,” she says.

At one point, the Hollywood star disrobes and appears in a form-fitting black dress while she sips on a soda made by using the SodaStream machine.

“Sorry, Coke and Pepsi,” the actress says looking directly into the camera at the end of the clip.

SodaStream CEO Daniel Birnbaum explained to reporters that Fox declined to show this version of the sweet commercial because of Johansson’s closing line.

On one level, Birnbaum is incensed: ”What are they afraid of?” he wonders. “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.”

On another, however, he’s quite satisfied with the results of the Fox’s ban: the “uncensored” version of the commercial, posted online just yesterday, has already been viewed more than 4 million times on YouTube.

And SodaStream still intends to air its commercial during the Super Bowl 2014 but this version won’t include the offending Coke and Pepsi jab.

“It’s a win-win situation for the company — although some people won’t be happy with Scarlett Johansson and SodaStream no matter what the ad says,” Entertainment Weekly suggests.

“SodaStream is an Israeli company that manufactures home carbonating devices and soda flavorings in an Israeli West Bank settlement. It’s got a host of opponents, including Oxfam, an international aid group with which Johansson’s been working since 2007 — one that also opposes “all trade from Israeli settlements, which are illegal under international law,” the tabloid concludes.

And while the actress attempted to “clear the air” about her endorsement deal with a statement reading that “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” — her critics remain unmoved.

A typical argument: “Even if an Israeli company is green, or treats its workers better than other establishments, it does not make up for the fact that it is situated on land held by force, whose native population is ruled against their will and demand an end to the occupation,” blogger Mairav Zonszein explains at the web magazine +972. “Is that really such a difficult concept to understand?,” the blogger wonders.

Share This article

We welcome comments that advance the story directly or with relevant tangential information. We try to block comments that use offensive language, all capital letters or appear to be spam, and we review comments frequently to ensure they meet our standards. If you see a comment that you believe is irrelevant or inappropriate, you can flag it to our editors by using the report abuse links. Views expressed in the comments do not represent those of Coinspeaker Ltd.