Israeli settlement factory sparks Super Bowl-sized controversy
MAALE ADUMIM, WEST BANK (REUTERS) - Appliance maker SodaStream International scored big in nabbing A-list actress Scarlett Johansson as its global brand ambassador in time for this year's Super Bowl advertising bonanza.
The limelight, though, can be harsh. While the multi-million dollar deal may have increased brand awareness, it also strengthened calls for a boycott of the Israel-based company, whose main factory lies in a Jewish settlement deep in the occupied West Bank. The row comes at a particularly delicate time, with Israel and Palestinians engaged in fractious peace talks and international pressure building on Israel to roll back its growing settlement network.
Johansson's playful advertisement had already sparked controversy ahead of its planned debut at the American football championship on Sunday for an overt dig at competitors. The company promptly agreed to edit out the offending line, but the issue of settlements cannot be so easily waved away.
Critics accuse SodaStream of benefiting from cheap land and tax breaks afforded to Israeli industries in the occupied West Bank - territory seized in the 1967 war which the Palestinians want for their eventual future state.