"Coke and Pepsi, who normally loom invincible and eternal, seemed skittish and afraid."

#Advertising

Thu, Feb 28th, 2013 11:00 by capnasty NEWS

Above, the SodaStream commercial banned during the Superbowl game, which some suspect was done by CBS so as to not "offend Coke and Pepsi, who are two of its biggest advertisers." The message in the commercial is clear, making the New Yorker's Joshua Rothman ask whether Coke and Pepsi should be worried about SodaStream's arrival.

The controversy, such as it was, revolved around an ad that SodaStream wanted to run during the Super Bowl. The ad the company proposed to CBS showed two delivery trucks, one from Coke and another from Pepsi, converging on a supermarket. While the banjo tune from "Deliverance" jangles in the background, the two drivers load up their dollies with soda and race toward the store's entrance. As they near the sliding doors, Pepsi's man starts to pull ahead -- but then, all of a sudden and for no discernible reason, his soda bottles disappear, his soda splashing everywhere. We cut to a Christian Bale-like man standing alone in a darkened kitchen and forcefully working the button of his SodaStream. "With SodaStream," a voice intones, "we could've saved five hundred million bottles on game day alone." Coke and Pepsi, the ad implies, are environmentally irresponsible dinosaurs. SodaStream is the D.I.Y. soda system of the future.

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