In addition to the Scarlett Johansson Super Bowl ad, part of the reason that SodaStream has gotten so much attention — as opposed to many other products on the boycott Israel list — is because it presents an ethical conundrum for its lefty customers. SodaStream has become a symbol for health and environmentalism, but also for the Israeli occupation of the West Bank.
In other words, if you want to make your soda at home, but you’re also a BDS adherent — or even if you’re practicing limited, West-Bank-only BDS — you’re mostly out of luck. As a recent New York Magazine story pointed out, “Even the most fervent anti-Zionists will admit that, for seltzer addicts, SodaStream’s competitors leave something to be desired.”
But what happens if you’re a SodaStream detractor who happens to own a SodaStream — whether by dint of a gift, or a purchase made previous to a political awakening (or maybe even a guilty one-time acquisition)? Rather than toss their seltzer makers, some SodaStream owners are taking a cue from hackers who have figured out how to use the machines without continuing to support the company by buying its CO2. For the hackers, it’s all about saving money — a SodaStream CO2 cartridge, which must be replaced every two to four months, costs between $15 and $45. For the anti-occupation SodaStream owners, on the other hand, it’s political.
As counterintuitive as it may be, when you see Scarlett Johansson’s Super Bowl ad on Sunday, promoting a product that lets you make carbonated drinks at home, try to see through bubbles and think about the future of the Middle East.
There is nothing wrong with the product itself. Under normal circumstances, I would buy SodaStream and recommend it to my friends. But the circumstances under which the product is made are not normal. And because Israel’s occupation of the West Bank is such an anomaly, as much as I may like Scarlett (and seltzer), I will not buy SodaStream, not until it moves its headquarters away from a West Bank settlement.
But before I discuss bubbles, a few words of clarification are in order. My organization is staunchly pro-Israel. Americans for Peace Now, the sister organization of Israel’s peace movement, is a Zionist organization, proudly committed to Israel’s security and wellbeing. I love Israel and I’m worried sick about its future as a democracy and a Jewish state.
It is because of my love for Israel that I don’t buy products made by companies that are located in West Bank settlements, and that I urge the millions watching the Super Bowl on Sunday to look beyond the luminous actress and the fizz — and to consider the future of Israel and the Middle East.
REASONS TO LOVE:
1 — It’s delicious. What Jew doesn’t like seltzer?
2 — It’s eco-friendly, saving massive amounts of otherwise virtually indestructible plastic waste.
3 — It could feasibly pay for itself.
4 — According to MSNBC, it’s the largest job provider for local Palestinian workers.
5 — It comes in invigorating Energy Drink, tipsy Happy Hour Cocktail and relaxing Diet Tea flavors.
REASONS TO HATE:
7 — It has fraudulently used the “made in Israel” label on its products when, in fact, they were made in the occupied Palestinian territories.
8 — It is also arguable that it doesn’t pay for itself unless you “regularly buy name brand can soda and pay full cost for it.”
9 — According to WhoProfits, it was guilty of worker exploitation until the workers’ rights organization Kav LaOved got involved. It also takes advantage of Israeli policies that make it cheaper for it to be across the Green Line, in occupied Palestinian territory.
10 — SodaStream is located in Area C of the West Bank, which is under complete civil and military control of the IDF. That means Palestinian entrepreneurs, business owners, and industries face significant barriers that force them to turn to the settlements for employment.
11 — It also comes in Kool-Aid. And they want you to drink it.
Scarlett Johansson poses for photographers on November 10, 2013, in Rome. / Getty Images
Scarlett Johansson signed on this week as the new “global ambassador” for the West Bank-based Israeli company SodaStream and will be featured in the company’s 2014 Super Bowl advertisement. For SodaStream, this deal makes sense: Johansson is remarkably sexy, eco-friendly, loves the product, and happens to be Jewish. It makes particular sense since the company’s stock recently took a hit and its image has been tarnished by the fact that its factory is located in the Mishor Adumim industrial park in Israel’s occupied territories.
But for Johansson, who last October mentioned to Harper’s Bazaar that she might be interested in a political career, this deal makes a lot less sense. In fact, it may have forced her into her first public stance on foreign policy — one that is way outside the official American consensus.
This 29-year-old actress is no stranger to politics. Johansson campaigned for Kerry in 2004 and more heavily for Obama in 2008 and 2012. She spent time boosting the youth vote in Iowa in 2008, did a short campus speaking tour, and co-hosted a fundraiser featuring pro-Obama clothing and accessories. She even appeared in the Will.I.Am song “Yes We Can” inspired by Obama’s 2008 New Hampshire primary speech. In her unpretentious 2012 DNC speech, she said that she was there to “use whatever attention” she was “fortunate enough to receive to shed the spotlight on what’s at stake for all of us.” But with SodaStream, her considerable attention-getting powers are being used for something far less admirable: to advertise for a company located in a place President Obama and Secretary Kerry and Secretary Clinton have called “illegitimate” and “an obstacle to peace” and a “cause for concern.”
Move over Bud Lite and GM, SodaStream is coming to the Super Bowl XLVII. While the Israeli-made home soda maker will not be seen in the stands, it will be viewed on TV screens across the country and around the world, making it the first Israeli product to be advertised in a Super Bowl commercial.
With record third quarter revenues and sales increases, it appears that SodaStream is ready to drop something in the environs of $3.8 million on a 30-second spot.
Those who follow the advertising business may be wondering if the company, which has been publicly traded on Nasdaq since November 2010) will change concepts for its Super Bowl ad, given the frustration it has endured recently as a result of its current commercial showing hundreds of soft drink bottles exploding when a person uses a SodaStream machine. The message is obvious—you can save a lot of plastic (2,000 bottles per year, the ad tells us) and a lot of money by buying a SodaStream.
SodaStream claims it is simply “setting the bubbles free,” as it slogan goes, but Clearcast, the organization that pre-approves television advertising in the UK, banned the commercial on the grounds that it “denigrates” the bottled drink industry. In response, SodaStream is investigating its legal options.