Scarlett Johannson sells the sizzle for SodaStream, but the company is under fire in Israel.
The supposedly environmentally friendly company has been accused of taking advantage of Palestinians who have few other employment opportunities.
The company developed a machine you can use at home to carbonate water, without the environmental consequences of commercial production. The product is so popular the company went public three years ago.
Johannson will make her debut for the company in a Super Bowl commercial Sunday, February 2. The game will be played at MetLife Stadium in East Rutherford, New Jersey.
“My favorite thing about soda stream is that I don’t feel guilty when I enjoy beverages at home. I don’t feel I’m being wasteful,” the fetching actress says in a behind-the-scenes video released this week. It shows the making of the Super Bowl ad.
But critics say there is plenty of guilt to go around.
The company exploits “the commercial benefits of (the factory’s) location, essentially profiting from occupation,” according to an editorial in The Forward, a widely circulated Jewish newspaper in the United States.
Land in the West Bank costs more than two-thirds less than land across the boarder in Israel, the paper notes. The criticism has spawned a boycott movement in the United States and the company’s stock has taken a hit.
It’s unknown whether Johannson is aware of the controversy, or her thoughts on it if she is. Let us know your thoughts and follow TheImproper on Twitter for the latest celebrity news.
