The usual tune is being played in Israel again, familiar and threatening: If a deal is not reached with the Palestinians, Israel will be boycotted.
Feeling some of this pressure has been the Israeli company SodaStream, which manufactures its product beyond the Green Line, but then came a twist, thanks to its spokesmodel, esteemed Hollywood actress Scarlett Johansson.
Johansson was presented with a veiled ultimatum this week from the international aid organization Oxfam, which combats social injustices and poverty and acts as a goodwill ambassador. She needed to choose between continuing her work with Oxfam and the Israeli company's commercial campaign.
Johansson showed some character and quickly responded, through an official statement released by her personal agent: "Scarlett Johansson has respectfully decided to end her ambassador role with Oxfam after eight years. She and Oxfam have a fundamental difference of opinion in regards to the boycott, divestment, and sanctions movement. She is very proud of her accomplishments and fundraising efforts during her tenure with Oxfam."
By doing so, the actress made it clear to certain circles that it was unfair to point an accusatory finger at the boycotted, and that it should rather be pointed at the boycotter. Johansson, 29, does not appear flummoxed by the political media storm and will continue headlining the campaign for the homemade beverage company and function as its spokesmodel across the globe. Or, as the boycotters insist on phrasing it: She chose to associate with outlaws and "further the ongoing poverty and denial of rights of the Palestinian communities" beyond the Green Line.
The company was thrilled at the news. "We are excited to welcome the talented Scarlett Johansson into the SodaStream family," said company CEO Daniel Birnbaum. The joy and pride were even greater because "Johansson is a big fan of our product," he said.
So, Johansson made a good move and it seemed all that remained was to wait for the first commercial starring the actress to air during the Super Bowl on Feb. 2, a time slot that costs advertisers $4 million for 30 seconds of air time.
But problems never disappear entirely, and they were supposed to come from the direction of Coca-Cola and Pepsi, who were not particularly happy to see the Hollywood actress representing their Israeli competitor. They perhaps played a role in the decision made by Fox to remove the SodaStream ad during the Super Bowl next Sunday. Birnbaum told USA Today that Fox rejected the ad because "they were scared of Coca-Cola and Pepsi."
The Super Bowl commercial may have been deleted, but in the three days since it was put on-line the commercial has been viewed by 1.9 million people -- and the curiosity is only growing.
Johansson, as stated, has come to learn that the story she is now starring in is rife with economic and political pressures. She is taking fire, in the media and on the Internet, because SodaStream makes its product in Maaleh Adumim, which sits on the other side of the Green Line. The company "exploits the commercial benefits of its location, essentially profiting from occupation," wrote the U.S.-based Jewish Daily Forward earlier this month. For Johansson, you already understand, none of this is especially troubling.
"It think it was really a natural partnership," she told whoever did not understand her position on the matter. "I've been using SodaStream for five or six years, and it's a product I found on my own because I like carbonated water but I hated the waste of bottles."
Johansson has also said her "favorite thing about SodaStream is that I don't feel guilty when I enjoy beverages at home."
Her comments were also aimed at Oxfam, which responded by saying: "Oxfam has accepted Scarlett Johansson's decision to step down after eight years as a global ambassador and we are grateful for her many 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."
Even before her agent released a statement that she was ending her ambassador role with Oxfam, Johansson sought to put an end the matter and wrote a piece that appeared in The Huffington Post.
"While I never intended on being the face of any social or political movement, distinction, separation or stance as part of my affiliation with SodaStream, given the amount of noise surrounding that decision, I'd like to clear the air," she wrote. "I remain a supporter of economic cooperation and social interaction between a democratic Israel and Palestine. SodaStream is a company that is not only committed to the environment but to building a bridge to peace between Israel and Palestine, supporting neighbors working alongside each other, receiving equal pay, equal benefits and equal rights."
Not just a pretty face
SodaStream is struggling to understand the vitriol and the desire to see Johansson quit its campaign. Birnbaum believes the factory's location only serves to help Israeli-Palestinian coexistence.
"We have 1,400 people, Israelis and Palestinians, who work in peace and harmony," he said.
The Britain-based Guardian newspaper covered the story this week, saying, "While there is no doubt that celebrity endorsement yields financial dividends for NGOs and can raise the profile of a cause, it can also infuriate staff and create tensions with communities in which the organization works. So what should Oxfam do-" According to the responses on-line, it is not certain that Johansson should have left Oxfam, which was surprised by her final decision in favor of SodaStream.
In the meantime, Johansson can now turn to other endeavors, like films and interviews, and to telling us, for example, that she would be afraid to try Internet dating. Currently in a relationship with French advertiser Romain Dauriac, the actress says she would be too concerned about meeting a "freak."
Until 2010, Johansson was married to actor Ryan Reynolds. She has also dated Sean Penn. You'll notice that none of this has anything to do with SodaStream, because, surprise, she had a life before it and she'll have one after it.
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