According to AdAge, CBS has rejected SodaStream’s Super Bowl ad. Brand Super Bowl ads being rejected is nothing new. Plenty have been turned down for pushing the envelop a little too far when it comes to racy or adult material. However, in this case, it appears that the network was not happy with the do-it-yourself beverage company’s jab at cola giants Pepsi and Coke.
One reason this may be the case: Pepsi has purchased two 30-second spots during the game while Coke will have one 60-second spot.
If this is the case, it wouldn’t be the craziest justification for blocking the spot. One could follow the logic. However, there have been instances in the past in which television networks have ignored the act of one sponsor bashing another through a commercial. You’d only have to look as far as Pepsi and Coca Cola themselves. Pepsi has publicly taken shots at Coke through its advertising in many cases, most recently depicting one of Coke’s “delivery guys” making the switch to Pepsi despite his work allegiances.
SodaStream has said they will simply tweak an older commercial to air in the spot this coming Sunday, but many at the company are still disappointed that the new one will not be seen. For the time, it appears that network loyalty is with the big boys.