Golden Globe nominee Scarlett Johansson is set to star in a
commercial for SodaStream, the Israeli maker of do-it-yourself carbonated drink
machines, during the upcoming Super Bowl XLVIII.
The Jewish actress will explain to 100 million television
viewers how to use the soda machines to fizz up their flavored drinks, The New
York Times reported on Sunday.
The ad, which is to be screened during the fourth quarter of
the top American football event on February 4, will also launch a worldwide
advertising campaign featuring Johansson and carrying the sales pitch “better
bubbles, made by you and Scarlett.”
SodaStream Chief Executive Daniel Birnbaum explained that
the theme of the commercial is to “demonstrate how easy it is, how sexy it is,
to make your own soda. It’s more of a love story between a brand with a purpose
and a passionate user.”
According to Birnbaum, Johansson’s suitability lies, among
other things, in that she has been using SodaStream for several years and has
even gifted machines to some of her friends.
The formal announcement of the advertising deal between
SodaStream and Johansson is to take place on Friday, the report said.
In 2013 SodaStream made its first foray into Super Bowl
commercials, which are considered part of the evening’s entertainment and are
often produced as one-off, multi-million-dollars showings.
SodaStream began as a 1903 design for a carbonated drink
machine that eventually grew into a global brand name. In 1998 SodaStream was
bought by Sodaclub, an Israeli company that has its headquarters in the Airport
City industrial area near Ben Gurion Airport.
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