On Saturday night Israelis will finally get a chance to see the ad SodaStream made for the SuperBowl, which stirred up controversy for actress Scarlett Johansson and for the company itself.
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The ad will be shown during the finale of the Master Chef reality show, the company says.
Regarding the company, the Fox network nixed the original version of the ad because at its end, Johansson purrs, "Sorry, Coke and Pepsi." One can't explicitly sneer at rivals during SuperBowl ad breaks, the network decided.
SodaStream – the first Israeli company to buy ad time during the Superbowl, and maker of home-carbonation systems and flavorings to make your own fizzy drinks - finally aired a softened version of the advertisement without the offending words. However, the original version of the ad became quite a viral hit on internet, garnering millions of views.
As for the actress, she found herself excoriated by advocates of boycotting Israeli products made in the settlements. SodaStream has a plant in the West Bank. Later, Johansson - rebuked by Oxfam over her association with SodaStream - elected to sever her ties with the charity rather than with the Israeli company. Others applauded the actress for standing firm under the pressure of the boycott movement.
Johansson has been working as the face of SodaStream since January, and is expected to continue representing the company for years.
So, which version of the ad will Israelis get to see on Saturday? The soft one, with no mention of Those Companies. Why?
A company can't just air any ad it pleases: Each and every one needs approval by the broadcast watchdog. "The company figured that if it submitted the original ad with the Coke and Pepsi line, the authority wouldn't allow it," said an industry observer. "These things take time and if the ad was rejected, they wouldn't have time to arrange for advertising during the Master Chef finale. So SodaStream decided to submit the softer version."
Not everybody's mad at the Hollywood superstar. In fact she goes superhuman in her latest flick: Universal today released the first trailer for the sci-fi shocker "Lucy," in which Johansson plays the role of a drug mule with super-strength and smarts, too.