“Oh ya, she done it” alright. Scarlett Johansson has gone viral in her new Super Bowl commercial for SodaStream.
The at-home soda making device does more than just advertising its benefits as it also targets the competition, leading FOX to ban it from airing during the Super Bowl on Sunday.
The commercial features The Avengers star in a conservative science lab coat explaining how environmentally friendly SodaStream is. But when thinking of a way to get more views, Johansson whips off her lab coat and becomes sultry and seductive with the beverage. The commercial ends with the star saying, “Sorry, Coke and Pepsi,” a clear stab at their competition and the Super Bowl’s biggest advertisers.
Because of the blatant call-out, FOX is refusing to air the commercial because of the four “foul words.” Since the advertiser and network are locked into a contract, SodaStream has had to provide them with a censored version — one without the line, “Sorry, Coke and Pepsi.”
SodaStream’s CEO, Daniel Birnbaum is furious with this type of censorship happening in America. “‘That’s the line that Fox has demanded that SodaStream kill. What are they afraid of? Which advertiser in America doesn’t mention a competitor?” he told USA Today. Continuing, “If I could get my money back, I’d be happy to be out of that deal.”
The company has been in the spotlight many times over the past few years, taking criticism for their factory conditions in Pakistan. They’ve been accused of making “blood bubbles” by taking advantage of the poor employment and living situations in the Middle East.
As they say, “any publicity is good publicity” and SodaStream had that in mind with this stunt. Getting a commercial banned from television a week before the Super Bowl might bring the company more publicity than if they had just made a “clean” version.