Film star Scarlett Johansson, SodaStream’s newly announced ambassador, features in the advert. The TV network isn’t banning the commercial because its too risqué, rather because the actress ends the advert by saying, “Sorry, Coke and Pepsi”.
The irony is that during the advertisement, Johansson also says, “I wonder if I can make this message go viral?”. Well, getting your advert banned from the Super Bowl line-up, with all its ensuing publicity, certainly works if that’s your aim. Last time I checked, the uncensored commercial on YouTube had recorded close to three million views in a little over 48 hours.
With Pepsi sponsoring the halftime show, Fox has asked SodaStream to edit the ad and eliminate the last line. The edited version will now air during the semi-final match-up between the Seattle Seahawks and Denver Broncos on 2 February.
“This is the kind of stuff that happens in China,” said SodaStream CEO Daniel Birnbaum in a US Today interview, claiming Fox and the NFL were ‘afraid’ of Coke and Pepsi. “I’m disappointed as an American,” he added.
This isn’t the first time SodaStream has been in this position. A previous planned Super Bowl spot that included shots of a Pepsi and Coke delivery truck was also banned.
In a social media world, seeking controversy is a powerful marketing tool.
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