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Game 1: Thursday June  1 Cleveland at Golden State 9 PM ET  ABC
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Game 4: Monday June 5 Pittsburgh at Nashville NBC 8 PM ET
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Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#46Ul8rBF4XpB4lo0.99
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#JZxA5jXY4rCwemgZ.99
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#JZxA5jXY4rCwemgZ.99
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#46Ul8rBF4XpB4lo0.99
Monday
Jan272014

Super Bowl 'Controversy' Lets SodaStream Double-Dip With Scarlett Johansson

By Barry Janoff

January 27, 2014: The battle may not be as biblical in scope as David and Goliath, but the Super Bowl battle between upstart SodaStream and beverage giants Pepsi and Coca-Cola is entering epic territory on Madison Avenue.

SodaStream, a leading maker of home carbonation beverage systems, is back in the Super Bowl XLVIII advertising roster — confirmed by Yonah Lloyd chief corporate development & communications officer — after having been pulled by Big Game broadcast network Fox.

The problem was not that company spokeswoman and actress Scarlett Johansson takes off her bathrobe and delivers her lines in a tight dress. Or that some have criticized Johansson for helping to promote the Israeli-based company, which operates a factory in an Israeli settlement in the West Bank and has come under fire for what those critics see as impeding the rights of Palestinians who live there.

The problem, according to what SodaStream said they were told by Fox, was that one of Johansson's lines was, "Take that, Coke and Pepsi."

SodaStream, led by CEO Daniel Birnbaum, initially resisted efforts to censor its ad, then acquiesced and cut the line. Fox reinstated the ad, which is scheduled to run during the fourth quarter.

SodaStream, which has its U.S. headquarters in Mount Laurel, NJ (about 85 miles south from MetLife Stadium, the site of Super Bowl XLVIII) released the uncut version of the commercial, which it titled, "Sorry, Coke and Pepsi," on YouTube and on its Web site.

SodaStream had a similar problem last year prior to Super Bowl XLVII when CBS rejected its commercial, also for calling out Coke and Pepsi by name.

In the current spot, Johansson, whose voice stars as the title character in the Oscar-nominated Her, and who also plays Black Widow/Natalia Romanova (aka Natasha Romanoff) in The Avengers movie series and related Marvel films, is seen in a white bathrobe seeming backstage at a Hollywood event.

"Like most actors, my real job is saving the world," she says. As she moves to and then operates a SodaStream home soda maker, she offers, "Start with plain water, adds bubbles, mix in the perfect flavor. Look, a soda that's better for you and all of us. Less sugar. Less bottles."

She then pauses for a moment. "If only I could make this message go viral," at the time an unknowing premonition of things to come. She then removes the robe to reveal a sultry dress. As sexy music plays and a party appears to arise behind her, Johansson takes some sips of the product through a straw.

The censored spot then cuts to the SodaStream logo. In the uncut version, she says, "Sorry. Coke and Pepsi." A voiceover emphasizes, "Oh, yeah. She done it!" (See the full spot here.)

"We won’t be saying #sorrycoke&pepsi on Game Day . . . but we will every other day — stay tuned!" SodaStream wrote on its Twitter account.

Lead agency for SodaStream is Humanaut, Chattanooga, Tenn.

Both Pepsi and Coke are major supporters of the NFL and major players during Super Bowl broadcasts. Pepsi is in the second year of a multi-year deal as the title sponsor of the Super Bowl Half Time show, and both carbonated beverage giants are running TV spots this year.

"We won’t be saying #sorrycoke&pepsi on Game Day . . . but we will every other day — stay tuned!" SodaStream wrote on its Twitter account.

Thirty-second spots were going for upward of $4 million, according to Fox.

During the past five years, the top five Super Bowl advertisers spent a combined $437 million on ads during the game, accounting for 36% of total advertising revenue. The top five spenders are: Anheuser-Busch InBev ($145.9 million), Pepsico ($97 million), Hyundai ($67.4 million), Chrysler ($64.3 million) and Coca-Cola ($62.3 million), according to a just-released study by marketing and research firm Kantar Media, New York.

Despite releasing a survey prior to the 2013 Holiday season showing that 46% [of those survey] indicated they would enjoy receiving a SodaStream as a gift, the company's over accounting figures show that SodaStream's share value on NASDAQ (SODA) fell from $50 to $36 between Jan. 6-Jan. 20, 2014.

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