Tags: cbs | sodastream | super bowl | ad

CBS Yanks SodaStream's Super Bowl TV Ad Bashing Coke, Pepsi

Friday, 01 Feb 2013 11:59 AM

By Alexandra Ward

  Comment  |
   Contact  |
  Print   |
    A   A  
  Copy Shortlink
CBS has banned SodaStream's Super Bowl commercial because it would pose too much of a threat to Coke and Pepsi, two of the network's top advertisers, according to the commercial's creator.

Alex Bogusky, co-founder of the ad agency Crispin Porter + Bogusky, Tweeted Friday that SodaStream's Super Bowl spot, slated to air in the fourth quarter, had been cut by CBS. The soda company would instead submit a different commercial to air during the game.

"We get that Coke and Pepsi spend billions verses SodaStream’s millions but that’s a hard decision to rationalize," Bogusky told Forbes Thursday. "Especially when there is such a huge environmental advantage to the SodaStream model."

SodaStream, a mainstream advertiser and maker of home soda-making machines, hoped to make a splash during the Super Bowl with a commercial depicting truck drivers clad in clothing with Coca-Cola and Pepsi marks on them, Ilan Nacasch, SodaStream's chief marketing officer, told Ad Age.

"We really tried to comply with the standards," Nacasch said. "We were taking it to a new level, and that's the level where they apparently judged to be going too far."

What is interesting about CBS banning the SodaStream ad is that, in the past, Pepsi has run overtly competitive commercials aimed at Coke. In one, Coke deliverymen abandon their employer for a sip of a Pepsi drink. But, as Ad Age notes, both soda companies are big Super Bowl sponsors and CBS advertisers.

SodaStream ran into problems last year, when British authorities yanked their ads.

CBS execs declined to comment, but other media outlets have spoken out about the network's decision.

"I am shocked that CBS would ban a spot for being too competitive. But I'm even more shocked that the advertising world isn't up in arms about it," wrote Forbes' Will Burns in a column Thursday. "CBS is protecting its relationship with Coke and Pepsi. Those two brands spend big bucks on the Super Bowl and on the network, in general. I get it. But all CBS would have to do, if Coke and Pepsi put the pressure on, is say, 'Hey, we're just the unbiased middleman here. It’s not up to us what competitors of yours say about you.' There's no need for the medium to have a say in the message."

Related Super Bowl advertising stories:

Arab-American Groups Call Coke Super Bowl Ad 'Racist'

Kate Upton's Super Bowl Ad for Mercedes Stirs Pot After Facebook Hype (Video)

Super Bowl Ads Selling for More than $4 Million

© 2014 Newsmax. All rights reserved.

  Comment  |
   Contact  |
  Print   |
  Copy Shortlink
[Error loading the WebPart '']
Value cannot be null. Parameter name: virtualPath
Send me more news as it happens.
Get me on The Wire
Send me more news as it happens.
Around the Web
Join the Newsmax Community
Please review Community Guidelines before posting a comment.
>> Register to share your comments with the community.
>> Login if you are already a member.
blog comments powered by Disqus
Zip Code:
Privacy: We never share your email.
Follow Newsmax
Like us
on Facebook
Follow us
on Twitter
Add us
on Google Plus
You May Also Like

Prince George's Santa Visit a Relaxed Outing for Royal Family

Monday, 22 Dec 2014 15:40 PM

Prince George visited Santa's Magical Journey near his home, meeting Santa on a surprise visit that included both of his . . .

Prince's Goddaughter Arrested at Airport for Alleged Tantrum

Monday, 22 Dec 2014 15:10 PM

Tara Palmer-Tompkinson, Prince Charles' goddaughter, was arrested Saturday at Heathrow Airport after she reportedly thre . . .

Joe Cocker Dies: Legendary Rock Singer Loses Lung Cancer Battle at 70

Monday, 22 Dec 2014 14:37 PM

British singer Joe Cocker, known for a memorable Woodstock performance and cover of the Beatles' "With a Little Help Fro . . .

Top Stories

Newsmax, Moneynews, Newsmax Health, and Independent. American. are registered trademarks of Newsmax Media, Inc. Newsmax TV, and Newsmax World are trademarks of Newsmax Media, Inc.

America's News Page
©  Newsmax Media, Inc.
All Rights Reserved