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Israeli embassy in US tweets in support of SodaStream and Scarlett Johansson Israeli embassy in US tweets in support of SodaStream and Scarlett Johansson
(7 months later)
The Israeli embassy in the US has tweeted in support of the SodaStream commercial featuring Scarlett Johansson, just days after the actor quit her role as an ambassador for Oxfam over their objection to her endorsement of the brand.The Israeli embassy in the US has tweeted in support of the SodaStream commercial featuring Scarlett Johansson, just days after the actor quit her role as an ambassador for Oxfam over their objection to her endorsement of the brand.
On Sunday night in the US an edited version of the ad featured during the SuperBowl, and SodaStream tweeted a link to the unedited clip which included a reference to competitors Coke and Pepsi.On Sunday night in the US an edited version of the ad featured during the SuperBowl, and SodaStream tweeted a link to the unedited clip which included a reference to competitors Coke and Pepsi.
The official Israeli embassy Twitter account retweeted SodaStream shortly after, adding the words “Love this, & Scarlett Johansson”.The official Israeli embassy Twitter account retweeted SodaStream shortly after, adding the words “Love this, & Scarlett Johansson”.
When the ad was released online last week, Johansson faced a backlash over her decision to promote SodaStream, When the ad was released online last week, Johansson faced a backlash over her decision to promote SodaStream, a company that produces equipment to make carbonated drinks and which has been criticised by pro-Palestinian activists for operating a factory in Israeli settlements in the occupied West Bank.
a company that produces equipment to make carbonated drinks and which has been
criticised by pro-Palestinian activists for operating a
factory in Israeli settlements in the occupied West Bank.
Campaigners and activists called for her to be dismissed as ambassador for Oxfam – a role she had held since 2005.Campaigners and activists called for her to be dismissed as ambassador for Oxfam – a role she had held since 2005.
Oxfam Oxfam has spoken against companies which operate in settlements, including SodaStream, which it says “further the ongoing poverty and denial of rights of the Palestinian communities that we work to support.”
has spoken against companies which operate in settlements, including
SodaStream, which it says “further the ongoing poverty and denial of
rights of the Palestinian communities that we work to support.”
Johansson ended her association with the humanitarian group on Thursday, citing “a fundamental difference of opinion” over the boycott, divestment and sanctions movement.Johansson ended her association with the humanitarian group on Thursday, citing “a fundamental difference of opinion” over the boycott, divestment and sanctions movement.
SodaStream’s chief executive, Daniel Birnbaum, who inherited the factory when he took over the company in 2007, told The Forward he would not be pressured into closing the factory, citing the 500 Palestinians employed in his workforce.SodaStream’s chief executive, Daniel Birnbaum, who inherited the factory when he took over the company in 2007, told The Forward he would not be pressured into closing the factory, citing the 500 Palestinians employed in his workforce.
A one-minute slot for a commercial during the SuperBowl can reportedly cost up to $4m.A one-minute slot for a commercial during the SuperBowl can reportedly cost up to $4m.