CBS tells SodaStream to revise brand-bashing Super Bowl spot; Commercial attacked Bowl sponsors Coke and Pepsi--and wasn't just PR ploy

CBS rejected the Super Bowl spot Alex Bogusky was working on for SodaStream. Every year, the Super Bowl attracts some of the best and most high-priced advertising in the world. It also lures a horde of publicity-seekers claiming their commercials have been censored or rejected by the host network. I...

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Bibliographic Details
Published in:Advertising Age 2013-01, Vol.84 (4), p.6
Main Author: Steinberg, Brian
Format: Article
Language:English
Subjects:
Advertising
Breweries
Broadcasting industry
Censorship
Commercials
Contracts
Corporate sponsorship
Home appliances industry
Licensing, certification and accreditation
Television advertising
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Summary:CBS rejected the Super Bowl spot Alex Bogusky was working on for SodaStream. Every year, the Super Bowl attracts some of the best and most high-priced advertising in the world. It also lures a horde of publicity-seekers claiming their commercials have been censored or rejected by the host network. In nearly all cases, the complaining marketers never really had a shot at the Super Bowl. So what's the issue? The content of SodaStream's planned commercial seemed to have concerned CBS because it was a direct hit at two other Super Bowl sponsors and heavy network TV advertisers: Coke and Pepsi.
ISSN:0001-8899
1557-7414