As Super Bowl Sunday gets under way, SodaStream, an Israeli carbonation system company, is waiting with bated breath to gauge reactions to its major US advertising campaign, which will kick off during Super Bowl XLVII.

One version of the advertisement for the DIY home carbonation system was already banned from the prime-time slot, as it featured exploding bottles produced by rival soda makers Coca-Cola Co. and PepsiCo Inc., both of which will be airing commercials during the pro football championship game set to take place in New Orleans on Sunday evening.

Considered to be the most-watched television event in the United States, drawing more than 111 million viewers, the Super Bowl spot is considered a smart albeit expensive move for SodaStream, Bloomberg News reported, adding that the NASDAQ-listed home beverage maker is “poised for its biggest gain in seven months.”