A splendid social media collision course
I’ve been really enjoying the slow-motion Sodastream explosion involving Scarlett Johansson and now Oxfam over on the Twitter. Not because I don’t enjoy a Scarjo flick, or think Oxfam is secretly up to no good or have an obsession with homemade carbonated beverages. It’s interesting like watching cars pile up in one massive highway collision in an old episode of CHiPs.
The above image meme win’s my personal “best of” award for encapsulating the whole thing, which is this:
Scarlett got this gig to look attractive while standing next to Sodastream fizzy beverage making gadgets. These are made in a factory on israeli settler occupied land seized from Palestinians in the West Bank, or what’s called the “Palestinian territories.” Scarlett also shills for Oxfam as a “global ambassador of sorts. Oxfam is technically against the settlements on human rights grounds, but is in melt down over what to say about anything remotely involving Israel due to some kind of internal scaremongering campaign. Apparently, any statement from Oxfam will immediately prove financially catastrophic… somehow.
It’s fascinating because it’s a great example of celebrities, corporations and nonprofits colliding spectacularly over their ambitions to trade off the reputations or cash potential of one another at any cost, and how none of them really know how to manage a run-away train hauling several cars worth of toxic reputation damage.
It’s a massive leverage win for the BDS activists. Every time Scarlett, Oxfam or Sodastream attempts to say anything, it raises the whole issue again, and saying nothing simply implies they hate Palestinians.
The solutions for each are simple: Sodastream needs its new global parent company to relocate it, Oxfam needs to grow some backbone and Scarlett needs to fire her agent.
Likely none of this will happen, and the soap opera will continue along Ahava lines, which was also a disaster for anyone associated with the company.