SodaStream, an Isreali company that lets consumers make their own carbonated sodas at home, will run an ad during next year's Super Bowl.
The company is working on an ad with Common, an agency headed by Alex Bogusky. Bogusky famously left traditional advertising in 2010 to find a "more genuine version" of himself. That mission has led him to come up against former clients, including Coca-Cola, which dismissed a recent Bogusky-produced anti-sugar video as "grandstanding."
Backing SodaStream may appear like another challenge to Coke, which is also advertising during the game (Pepsi is also sponsoring the halftime show.) However, the move is ostensibly more about saving the environment. The company claims the average consumer can save 2,000 bottles and cans a year.
Neither Bogusky nor the company have outlined the creative approach for the ad, which will run during the fourth quarter of the game. The ad below shows competing sodas blowing up. The ad was banned in the U.K. after regulators there ruled that the ad "denigrated" the bottled drinks industry. In response, SodaStream has run a black-screen ad with white text stating "If you love the bubbles set them free."