A Taste of Israel Comes to the Super Bowl this Year
(Screenshot from Youtube)
Actually, a taste from Israel.
Bill Nye, the “Science Guy” on a former, Emmy Award-winning PBS show, will be featured in 30-second commercial for SodaStream, the Israeli producer of a home carbonation product, which will run before halftime of the National Football League championship game in Miami. The commercial will mark SodaStream’s return to the Super Bowl for the first time in six years.
Earlier SodaStream Super Bowl commercials made controversy, rejected in 2013 and 2014 rejected they blatantly took shots at competitors Coca-Cola and Pepsi. TV ads during the widely watched game are often the high point of many businesses, the focus of million-dollar production budgets and of creative collaboration.
Similarly, a commercial that promoted sustainability, showing soda bottles exploding each time a person makes a drink using a SodaStream machine, was banned in the United Kingdom in 2012
PepsiCo acquired SodaStream in 2018 in a deal valued at $3.2 billion, as part of Pepsi’s effort to offer healthier product, and it remains to be seen if this year’s commercial – which will promote SodaStreams’ ability to help the environment by cutting out single-use plastic bottles -- will criticize major soft drink manufacturers.
SodaStream itself has been the subject of controversy.
Its main manufacturing facility located until 2015 in the West Bank Mishor Adumim industrial park, it under pressure from activists of the Boycott, Divestment and Sanctions (BDS) movement, it closed its factory in Ma'ale Adumim, and moved to a new facility in Lehavim, in the southern Negev, and was forced to lay off more than 500 Palestinian workers. The site now is known as the Island of Peace and has both Jewish and Muslim workers, working side by side.
In a “Something Big is Bubbling” teaser for the commercial, Nye inexplicably speculates about the feasibility of sending human beings to Mars.
Tune in Sunday to understand the stream of his thoughts.