Scarlett Johansson's SodaStream Commercial Gets Censored For Super Bowl Broadcast
Scarlett Johansson stars in the SodaStream commercial that was created explicitly for airing during the Super Bowl. After viewing the ad, Fox has determined it’s unfit to air.
ScarJo's SodaStream Ad Edited For Super Bowl
In the 33-second spot, Johansson appears in a backstage dressing room wearing a white robe. “Like most actors, my real job is saving the world," she begins before launching into a demonstration. "Start with plain water. Add bubbles. Mix in the perfect flavor. Look! Soda that’s better for you and all of us.”
“If only I could make the message go viral,” Johansson continues, walking out onto a dimly lit stage and stripping off the bathrobe to reveal a navy blue dress. As she appears to mock the slow-motion hair toss of Super Bowl commercials past, a voiceover – provided by what sounds like a Barry White impersonator – declares, “Changing the world one sip at a time.”
“Sorry Coke and Pepsi,” Johansson says as the commercial ends, providing the now infamous line that Fox vehemently objected to.
SodaStream CEO Daniel Birnbaum is incredulous that the network would take umbrage at the harmless jibing of a competitor, which many brands tend to do in advertisements. ”What are they afraid of?” Birnbaum rhetorically asked USA Today. “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.”
However, Birnbaum is happy to report that not only will SodaStream’s “censored” ad be able to air during the Super Bowl this coming Sunday – but the “uncensored” version on YouTube already has over 3.5 million views.
Johansson's Role With Oxfam In Jeopardy
With all of the attention her SodaStream commercial is receiving, Johansson has to worry about how Oxfam is going to handle her very public position as a spokesperson for the Israeli company, which manufactures its products at an Israeli West Bank settlement. The international aid group strongly opposes trade from Israeli settlements. Johansson, in an attempt to “clear the air,” released a statement to The Huffington Post.
“I remain a supporter of economic cooperation and social interaction between a democratic Israel and Palestine. 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,” Johansson’s statement read. “I believe in conscious consumerism and transparency and I trust that the consumer will make their own educated choice that is right for them. I stand behind the SodaStream product and am proud of the work that I have accomplished at Oxfam as an Ambassador for over 8 years.”
In response, Oxfam said they are “considering the implications of her new statement and what it means for Ms. Johansson's role as an Oxfam global ambassador.”
– Chelsea Regan