A SodaStream advertisement that was abruptly banned in the U.K. is set to air during next month’s Super Bowl on CBS (CBS).
SodaStream was told the 30-second spot was pulled by Clearcast, an organization run by broadcasters to approve U.K. advertising, just before it was schedule to air because it showed “denigration of the bottled drinks market,” according to a statement from the Israel-based company.
But that didn’t stop SodaStream, as the company pushes back against the regulator’s decision that was upheld after an appeal. The ad will continue to hit screens in the U.S. when it airs during the Super Bowl on Feb. 3.
“The U.K. is the only country in the world where the ad was banned,” Ilan Nacasch, CMO of SodaStream, said in the statement released last month. "We hope UK broadcasters will finally understand there is nothing denigrating in this advertising, except exposing a truth that might make certain companies uncomfortable.”
SodaStream is a system that can turn water into carbonated beverages. The commercial features soda bottles bursting as people make soft drinks using SodaStream.
“This decision is totally absurd. Instead of banning the advertising of bottled beverages for devastating the environment, the U.K. broadcasters banned our ad,” said Daniel Birnbaum, CEO of SodaStream. “By doing so, they chose to protect the beverage industry that spends £39 million annually on TV ads.”