Fizz and sizzleFizz and sizzle

Scarlett Johansson bags bubbly ad gig

Actress to star in Super Bowl commercial for SodaStream, the Israeli seltzer machine maker

Stuart Winer is a breaking news editor at The Times of Israel.

Actress Scarlett Johansson. (screen capture:YouTube/VideoJohansson)
Actress Scarlett Johansson. (screen capture:YouTube/VideoJohansson)

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.

In October 2013 Johansson was named Esquire magazine’s sexiest woman alive, becoming the only woman ever to win the title twice.

Most Popular
read more: