Bar Refaeli, SodaStream Garner Headlines for Israel With Super Bowl Ads
The Super Bowl commercial by the website domain company GoDaddy featuring Israeli supermodel Bar Refaeli was one of the most talked-about ads during the Super Bowl.
The commercial, which showed Bar Refaeli intimately kissing a portly computer nerd, promoted GoDaddy as the perfect combination between “sexy and smart.” A racier version of the ad, which reportedly took as many as 64 takes to be filmed, also appeared online.
It seems, however, that audiences were turned off by the racy ad. According to USA Today‘s Ad Meter rankings of Super Bowl commercials, the Refaeli commercial came in last.
While Bar Refaeli’s ad took center stage, SodaStream made history by becoming the first Israeli company to buy a Super Bowl ad, according to the Jerusalem Post. A frequent target of the BDS (boycott, sanctions and divestment) movement, SodaStream aired a commercial featuring warehouses full of soda exploding and emphasized the environmental value of making soda at home.