Why did Fox BAN SodaStream’s Super Bowl commercial starring Scarlett Johansson?
One might assume that if you are paying a huge sum of money for advertising, the commercial will live up to the standards, but that wasn't the case for one ad during Super Bowl XLVIII.
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Scarlett Johansson in SodaStream commerical (Image via Israel 21c)
Super Bowl is one of the most-watched games in all major professional sports leagues across North America. The average viewership is around 110 million during the Super Bowl and the whole of America is glued to their television screen to watch the best team from AFC and NFC fight for the Lombardi Trophy.
Since the Super Bowl attracts millions of viewers, it is the perfect time for companies to advertise their products and gain popularity among the masses. Last year, a 30-second commercial was priced at around $6.5 million!
These 30 seconds during the Super Bowl are worth it for companies to shell out millions of dollars. One might assume that if you are paying a huge sum of money for advertising, the commercial will live up to the standards, but that wasn’t the case for one ad during Super Bowl XLVIII.
Fox banned SodaStream’s Super Bowl commercial starring Scarlett Johansson
Back in 2014, Fox banned a commercial by SodaStream starring American actress Scarlett Johansson. SodaStream is a company that makes at-home soda maker machines.
In this commercial, Scarlett Johansson is featured in a robe making soda at home. She then proceeds to remove the robe to reveal a skin-tight dress. Nothing out of the ordinary up until now. However, toward the end of the commercial, Johansson says, “Sorry, Coke and Pepsi.”
The funny thing is, Pepsi was sponsoring the halftime show of Super Bowl XLVIII! Fox immediately asked SodaStream to edit out the last line. “They’re afraid of Coke and Pepsi. This is the kind of stuff that happens in China. I’m disappointed as an American,” SodaStream Chief Executive Daniel Birnbaum told USA Today.
The commercial was aired after editing. This commercial starring Scarlett Johansson wasn’t banned but the one previous to this was definitely banned. SodaStream had made an ad featuring a Pepsi delivery truck and a Coke delivery truck. This directly pointed out how many bottles would be saved by using SodaStream. Fox refused to air this commercial during the Super Bowl in 2013.
Looks like SodaStream didn’t learn from its mistake!
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Yash Karandekar
(1023 Articles Published)