Cbs Tells Sodastream to Revise Brand-Bashing Super Bowl Essay Example for Free

Cbs Tells Sodastream to Revise Brand-Bashing Super peal EssayEvery year, the Super Bowl attracts some of the best and most high-priced publicise in the world. But it also lures a horde of publicity-seekers claiming their commercials have been censored or rejected by the host vane. In nearly all cases, the plain marketers never really had a shot at the Super Bowl, thanks to shoddy production values, truly objectionable theme and, more often than not, the inability to pony up more than $3 million for an ad. And its a common occurrence for the network to ask event sponsors to tweak or edit the content for a variety of reasons (which also can yield a PR bonanza if a sponsor cries foul just ask serial offender GoDaddy. com). But SodaStream, a mainstream advertiser that some time ago purchased a piece in the games fourth quarter, said this wasnt a PR gambit. So whats the hump? The content of its planned commercial seemed to have concerned CBS because it was a direct hit at two separate Super Bowl sponsors and heavy network TV advertisers Coke and PepsiSodaStream, which sells home soda-making machines, has already run afoul of authorities in the U.K. for a Bogusky-crafted spot indicating its product is more environmentally friendly than effected sodas the spot shows branded bottles and cans of soft drinks exploding into thin air. For the Super Bowl, it hoped to up the ante with a spot depicting truck drivers clad in clothing with Coca-Cola and Pepsi attach on them, according to Ilan Nacasch, SodaStreams chief marketing officer. We really tried to comply with the standards set by CBS, he said. At the same time, he added, We were taking it to a new level, and thats the level where they apparently judged to be going too far. Interestingly enough, Pepsi has scored big points with viewers over the years by showing Super Bowl ads with Coke deliverymen abandoning their employer wholesale for a sip of a Pepsi drink.Of course, Pepsi (and, for that matter, Coke) buys multiple ads in the Super Bowl each year, as well as spends millions of dollars on other broadcast-TV advertising. Another Super Bowl sponsor, Anheuser-Busch InBev with Pepsi this year for in-store displays and promotions. A CBS spokeswoman said network executives declined to comment. Bummed, Mr. Bogusky, famous for his work at CPB still in the game with an older spot we tweaked.