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The big league: Israeli company based in West Bank to have ad in Super Bowl

The New York Times reports today that the Israeli company SodaStream is going to have a commercial spot on the biggest night in American TV: Super Bowl Sunday.

Israeli website Ynet reports that this is the first time an Israeli company has reached the big league of advertising. But what the Times and Ynet conveniently didn’t mention is that this will also be the first time a company that produces its products in the territories (Mishor Adumim industrial area in West Bank) will be showcased on Super Sunday.

Good for you, settlers!

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  • COMMENTS

    1. Kumi Afman

      Comment deleted and user banned

      Reply to Comment
    2. ish yehudi

      I don’t see what offense there is to be taken… If an agreement is reached between us- then everyone knows that places like Mishor Adumim, most of gush etzion etc. will still be under Israeli sovereignty– so there is some serious disingenuity in all the yelling at israel for building in ramat shlomo, givat hamatos French Hill etc.
      The word settlement has turned into such a diabolical term in the international dictionary, that just by mentioning it the choir chimes in- without any regard to the actual conversation between the two sides. A testament to the success of the anti-occupation movement in getting its agenda out- and another example of how it’s an “obstacle to peace” by obscuring the debate, riling up the hard-liners and letting Israelis feel justified in writing off the rest of the world because they don’t seem to look beyond cheap words like “settlement.”
      Even Maannews printed an article stating that the E1 building doesn’t block off hopes for a contiguous Palestinian territory and almost 25% of the building there is for expansion of Arab neighborhoods.

      Reply to Comment
      • Sam

        Anything Israeli-based that’s over the Green Line that isn’t military-related and in the absence of a comprehensive treaty is theft of resources. Palestinians work in settlements outside the protections of Israeli Labor Law. The establishment and maintenance of settlements incentivizes the continuance of the current Israeli regime in the territories (since they can unilaterally extract resources).

        There is a reason why international law gives specific guidelines regarding military occupation. It is to remove the moral hazard of financial gain from occupation, since this can easily lead to permanency of the situation. Why did Israel withdraw from Lebanon in 2000? They weren’t receiving any benefit by remaining (no settlements/resource extraction).

        Reply to Comment
      • amy

        From my understanding (irritating US perspective, sorry) the offense is two-fold: One, when you say that perhaps up to 25% of the new construction will be dedicated to expanding Arab neighborhoods- when folks feel like it is already their land- they would like that number to look more like 100%. And the second, is since there is *NOT* actually any agreement (or anything close to an agreement) between the *THREE* sides (Palestinians, Israelis, and Settlers- who really operate outside of Israeli civil law- sorry, more annoying US perspective there)declaring that new construction is a foregone conclusion in the E1 area is provocative.

        Reply to Comment
    3. Actually, Ami, the blowing up of bottles with drinkable liquid by a comfortable wo(man) apparently unconnected to these events is a rather honest metaphor. Interesting how world views expand to interpret everything.

      Reply to Comment
    4. Lucy M

      Please get your facts straight. Sodastream is moving to Rahat in the Negev and may have already done so, so your little tirade about settlement products being advertised during the Superbowl is factually wrong and nothing but a bunch of nonsense.

      Reply to Comment
    5. Judith Nusbaum

      Wonderful product made in Israel

      Reply to Comment
    6. @Lucy – how about practicing what you preach? Sodastream is not “moving” to the Negev, it’s opening a factory there, which may begin to produce in mid 2013. Also, it is not yet clear that the factory in the territories will close down. Meanwhile, the products sold *today* are made in Mishor Adumim. So, if you have any other “facts” like those, I suggest you show them, instead of a knee jerk response with language such as “may have already done so”.

      Reply to Comment
    7. Lucy M

      Ami,

      I’d like to know what interest it serves in trying to cripple a company that is in the process of moving to the Negev (and may have already done so — if products are coming on line in a few months they are obviously well underway) and will employ hundreds of Bedouin. Not very smart on your part.

      Reply to Comment
      • Interesting how you avoid my earlier comment. Very telling, Lucy

        Reply to Comment
    8. joe

      Sodastream..? Really? Does anyone seriously still do that?

      Reply to Comment
    9. Obsidian

      Ami,

      How many Palestinians are employed at the Mishor plant? Over one hundred I’m told.

      Reply to Comment
      • Don’t know. How many Palestinians work in construction in settlements? What’s your point?

        Reply to Comment
        • Obsidian

          @Ami

          My point is that the Soda-Stream plant benefits West Banks Arabs.

          Reply to Comment
          • You mean Palestinians under a brutal occupation for 45 years? Yes, it benefits them greatly.

            And “west bank Arabs”? That terminology is so forties…

            Reply to Comment
          • Great plan. Lets keep em working, maybe they’ll forget about occupation. Any other bright ideas, hasbara dude?

            Reply to Comment
          • Obsidian

            Great plan. Let the West Bank Arabs wither away like concentration camp inmates subsisting on UN handouts. That’s the way to go!

            Reply to Comment
          • You’re right. “West Bank Arabs”, as you insist on calling them, would prefer employment by occupiers as opposed to being employed as a free people. I don’t what I was thinking.
            .
            Do me a favor, get off my channel. You’re annoying.

            Reply to Comment
          • Obsidian

            In a perfect world, the West Bank Arabs would be free and employed, but this isn’t it.

            So Ami, you’ve brought out the ‘big stick’. What’s next? You’re gonna ban me altogether? It’s not a enough that I have to post using a US IP address because my Israeli IP is blocked already.

            ‘Don’t raise your voice; improve your argument’.”

            Reply to Comment
          • My argument is fine. It’s yours that needs the fine tuning. Your logic is idiotic, to say the least.
            .
            In a perfect world, you’d be condemning the occupation and the theft of land that is used for Israeli profits, and not shamelessly hiding behind the employment of a few Palestinians to justify it. That’s plain sick. So, yeah, I took the “big stick” out. Go talk about “West Bank Arabs” somewhere else. Not on my channel. I prefer right wingers with a brain. Or those who can say the word “Palestinian”. I understand that’s way too hard for you.

            Reply to Comment
          • Leen

            Do you have another source from a legitimate unbiased source? There is absolutely no way this is Beir Zeit because the PA would have closed them, arrested them, tortured and possibly killed ‘Hamas supporters’. It’s a known fact that if the Pa gets a whiff of a school or an institution being Hamas affiliated, it is automatically shut down and their supporters persecuted.

            Reply to Comment
          • Stephen Lustig

            Yes, absolutely. Job creation is of paramount importance, it’s good you recognize that! Sodastream, after all, follows in the tradition of such unappreciated do-gooder job providers such as Krupp, IG Farben and the Todt Organisation, who were kind enough to make sure all those Jewish ghetto-dwellers wouldn’t havve to suffer the indignity of unemployment. And, just as in those cases, I am certain that the Jewish labor unions will make sure the grateful Arab laborers are assured job security, a decent wage, the right to negotiate for better wages, insurance-OH WAIT!!!

            Reply to Comment
          • Yes, let us make sure that they are employed while we kill them, maim them, restrict their movement, demolish their homes, set their olive trees on fire, humiliate them, steal the resources and ensure we make every aspect of their lives controlled by the great State of Israel. Did I miss any?

            Reply to Comment
    10. Shaun

      Success breeds jealousy.
      You can wrap it up any any words you like but the same people complaining about Soda-Steam would also happily see the Super bowl and all its capitalism disappear.

      Reply to Comment
    11. Lauren

      I loved Soda Stream. I used it until I learned it was made in an apartheid state. No more money to those who ignore the human rights of their neighbors.

      Reply to Comment
      • Shaun

        Just be honest and say you don’t like Israel or Zionism. This Human rights crap that you wrote about is a sham, unless you are also strict about product made in China?

        Reply to Comment
        • Let’s make a deal: I’ll say I don’t like Zionism, if you say you support apartheid.

          Reply to Comment
          • Shaun

            In any case why do you need a “deal” or recognition from someone else in order to dislike something? As wrote before if you don’t like Zionism and/or the state of Israel, be honest about it.
            I’ll openly admit to admit my disapproval of what you call apartheid when the country adopts an “immorality act” and empowers a special police branch to track down offenders of this crime. Until then…

            Reply to Comment
        • Sean – “I’ll openly admit to admit my disapproval of what you call apartheid when the country adopts an “immorality act” and empowers a special police branch to track down offenders of this crime. Until then…”

          Wow. You need someone to adopt a law to tell you whether something is immoral or not? In addition, you make the statement about needing “recognition from someone else in order to dislike something”, yet essentially are stating that you won’t think for yourself nor decide what your moral barometer is unless it is legislated. WTF? That is pretty messed up.

          Reply to Comment
    12. Barb

      Ban Soda-stream’ a Zionist company stealing from Palestine

      Reply to Comment
    13. ish yehudi

      ami- i’m genuinely interested in your take on what I wrote before- that the blanket statement “settlement” is clearly (to me anyway) not addressing the reality on the ground, where there are areas clearly within the consensus of those that support negotiating a settlement.
      And the international shock and vitriole that pours out when Israel announces its building in Ramat Shlomo because it’s called a settlement just loses credibility for those decriers. I think it’s an important role for writers on sites like 972 to add nuance to the international perspectives, as opposed to fanning smoke.

      Reply to Comment
      • My take is that I don’t agree with you

        Reply to Comment
    14. Cort Greene

      I don’t believe SodaStream would be spending on the ad with the average cost for a 30-second ad during Sunday’s Super Bowl will be $3.5 million, with some slots costing as much as $4 million unless it brought a return.They already on showing ads nationwide in the US on cable.

      Should have spent that money on the workers, hey…

      Reply to Comment
    15. David

      I was really intending to buy one. Thanks for the heads up. Boycott products from occupied territories! This Jew says no!

      Reply to Comment
    16. Esther Megill

      I definitely think this should be banned. Soda Stream is produced settlements, long declared illegal by the United Nations, in Palestinian territory. Please, for the cause of justice, let’s ban them!

      Reply to Comment
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