“The new face of apartheid”

Scarlett Johansson for SodaStream: ‘Set the bubbles free’ but keep the Palestinians bottled in Area A

 on January 12, 2014 84

(Image: SodaStream)

(Image: SodaStream)

Sultry Scarlett Johansson is adding another image to her resume, as the new face of apartheid. She’s signed on with SodaStream, for its Super Bowl ad to be aired on February 2, launching off the corporation’s new worldwide advertising campaign with the sales pitch “better bubbles, made by you and Scarlett.” 

The SodaStream factory is built in Mishor Adumim Industrial Zone, located in the settlement of Ma’aleh Adumim, one of the largest Israeli thefts of Palestinian land in the occupied West Bank. The chunk of land the settlement is built on separated Ramallah, Jerusalem, Bethlehem and Jericho in violation of human rights and international law. At the announcement yesterday, Johansson appeared before a backdrop that bragged, “Set the bubbles free.” Her mother is Jewish, and the Times of Israel calls her a “Jewish actress.”

Haaretz reports: Israeli firm SodaStream hires Scarlett Johansson as its new face

“We are thrilled to welcome the remarkably talented Scarlett Johansson into the SodaStream family,” Daniel Birnbaum, the CEO of SodaStream, said in a statement.

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About Annie Robbins

Annie Robbins is Editor at Large for Mondoweiss, a mother, a human rights activist and a ceramic artist. She lives in the SF bay area. Follow her on Twitter @anniefofani


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