SodaStream has won headlines across the world thanks to a banned Super Bowl ad featuring new global ambassador Scarlett Johansson and her row with Oxfam International.
The actress has called time on her eight years as an ambassador for Oxfam after the humanitarian group criticised her promotion of SodaStream, an Israeli company that operates in West Bank.
The aid group labelled her ambassador role with SodaStream “incompatible”.
Earlier this month Johansson was named as the brand’s first global ambassador.
She stars in a spot which has been banned from this weekend’s Super Bowl line-up.
The ad wraps with Johansson’s quip “sorry Coke and Pepsi” after she ponders how to make the video go viral before stripping down to a tightly fitted dress.
The ad uncensored ad was reportedly banned from the Super Bowl because Fox is “afraid of Coke and Pepsi”, SodaStream’s CEO Daniel Birnbaum told USA Today.
He went on to say: “This is the kind of stuff that happens in China. I’m disappointed as an American.”
The uncensored spot has achieved more than 5.7 million views.
Oxfam has accepted Johansson’s resignation as ambassador and in a statement thanked her for her contributions.
“While Oxfam respects the independence of our ambassadors, Ms. Johansson’s role promoting the company SodaStream is incompatible with her role as an Oxfam Global Ambassador.
Oxfam believes that businesses, such as SodaStream, that operate in settlements further the ongoing poverty and denial of rights of the Palestinian communities that we work to support.
Oxfam is opposed to all trade from Israeli settlements, which are illegal under international law. Ms. Johansson has worked with Oxfam since 2005 and in 2007 became a Global Ambassador, helping to highlight the impact of natural disasters and raise funds to save lives and fight poverty.”