We’ve noted plenty of BDS activity against Israeli company SodaStream over the years. It’s not really done much to harm them. They continue to go from strength to strength and are now regularly advertise during the hugely influential US NFL Super Bowl.
And this year they’ve landed a celebrity endorsement for the ad and for the rest of the year. It’s Scarlett Johansson (who regular Israellycool readers will know is Jewish):
Prepare to see a very familiar face during the highly anticipated Super Bowl ads this February.
Scarlett Johansson will be starring in a commercial, scheduled to run in the fourth quarter of Super Bowl XLVIII on Fox on Feb. 2, for SodaStream. During the spot, the actress will be providing a demonstration of a SodaStream home soda-making system, according to The New York Times.
This marks the beginning of a multiyear, worldwide endorsement deal between Johansson and SodaStream International.
The goal of the ad is to “demonstrate how easy it is, how sexy it is, to make your own soda,” Daniel Birnbaum, chief executive at SodaStream International, said in a phone interview with NYT, and summarized the new pitch as “better bubbles, made by you and Scarlett.”
“It’s more of a love story between a brand with a purpose and a passionate user,” Birnbaum said, adding that Johansson has been “a SodaStream user for four or five years” who has given machines “as a gift to friends.”
Speaking of love story, Johansson’s latest project follows the relationship between a man (Joaquin Phoenix) and his operating system “Samantha” (voiced by Johansson) in the Spike Jonze film Her.
Sooo, maybe Scarlett can become the voice the SodaStream commands? She definitely has the experience.
