SBD/January 13, 2014/Marketing and Sponsorship

Scarlett Johansson Inks Deal With SodaStream To Appear In Firm's Super Bowl Ad

Johansson's Super Bowl ad will kick off a multiyear global deal with SodaStream
Actress Scarlett Johansson provides the voice of an operating system in the movie "Her" and in a Super Bowl ad "will try something similar by providing a demonstration of a SodaStream home soda-making system," according to Stuart Elliott of the N.Y. TIMES. The ad, which is scheduled to run in the fourth quarter, is "the beginning of a multiyear, worldwide endorsement deal" between Johansson and SodaStream. The commercial is being created by Chattanooga-based Humanaut, along with Crispin Porter + Bogusky Founder Alex Bogusky, who worked on SodaStream's Super Bowl spot last year. SodaStream CEO Daniel Birnbaum said that for this year's ad, the company decided to "'focus on the benefits of SodaStream,' rather than the environmental or other deficiencies of commercially made soft drinks." However, the script for the new ad includes what Birnbaum described as "a subtle acknowledgment of the competition of the beverage industry." He and Bogusky said that they are "hopeful that Fox will approve it as written" (N.Y. TIMES, 1/11). Johansson at an announcement on Friday said, "We shot a kind of big commercial spot, a big Super Bowl spot, which I am excited for competing with those big soda brands" (WALL STREET JOURNAL, 1/13).

THE BRITISH ARE COMING: In London, Alexandra Frean notes Jaguar is the first British car brand to buy an ad during the Super Bowl, and the automaker's spot will star actor Ben Kingsley "playing an archetypal Hollywood villain." Jaguar Land Rover North America VP Jeff Curry said that the decision to air an ad during the Super Bowl was "part of a determined effort to raise the profile of the brand in the US." Jaguar "felt that now was the right time to make the move to the advertising super league" following the success of its F-type model launch last year. Curry "sees the brand as 'the new British bad boy.'" Kingsley is "one of three well-known British actors to star in the Super Bowl ad." The company "will not reveal the others." The company also "has launched a microsite called BritishVillains.com to tease the ad and a villain-themed blog called Good to be Bad" (LONDON TIMES, 1/13).

HIP TO BE SQUARE: Website design and management service Squarespace confirmed on Friday that it "will be a national advertiser in this year's Super Bowl." ADWEEK's David Griner reported the ad was "created by a team" led by Squarespace Chief Creative Officer David Lee. No details about the ad's creative have been released (ADWEEK.com, 1/10).

IDOL HANDS: ADWEEK's Anthony Crupi reported as the "stakes become higher" for Fox' "American Idol," the show "will ramp up its pigskin presence." Fox Exec VP/Marketing Laurel Bernard said, "Football always plays a big role in presenting the Idol campaign. We plan to continue to have a substantial presence for Idol through the postseason and the Super Bowl." While Fox "did not disclose the frequency with which Idol will appear in and around" its Super Bowl coverage, the net is "expected to place more emphasis on the show than it did" in '11. That was the "last time Fox broadcast the Super Bowl," and the reality program was "still TV’s top-rated show" (ADWEEK.com, 1/12).
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