SodaStream campaign highlights 'primitive' use of plastic bottles
Set in the future, the commercial features Bialik as an anthropologist, recalling her first encounter with a Homoschlepien, played by Nairn. The story moves backwards and forwards in time to reflect the harmful reality of plastic bottle consumption, a habit that is hazardous to the planet and does not exist in the future. The Museum of UnNatural History featured in the video facilitates cinematic encounters between Mayim and the last tribe of plastic dependent species, the Homoschlepien. As a real-world neuroscientist and environmentalist, Bialik understands the importance of staying hydrated in a way that is eco-friendly.
Shooting of the campaign was brought forward, as Bialik received medical advice to rest her vocal chords for one month. “This campaign has a powerful message and one that needed to be told before I went on vocal rest,” said Bialik. “More than one billion plastic beverage bottles are used each day around the world, the majority of which end up in our landfills, parks and oceans devastating the environment and killing marine animals. Who will speak for them and say enough is enough? I may have temporarily lost my voice, but I won’t be silenced about this important message, the world needs to find their voice and say ‘no’ to polluting plastic bottles.”
The campaign was shot in Ukraine on a set designed to transport audiences to a future free from plastic bottle pollution. The integrated campaign uses PR and digital to embed an important message, while an interactive website allows users to discover the world of the Homoschlepiens and a more sustainable way of life.
“Our new video, The Homoschlepiens, shows how primitive it is to hydrate with single-use plastic bottles that pollute our Earth,” explains Daniel Birnbaum, CEO of SodaStream. “It’s easy and economical to enjoy water and delicious sparkling drinks made from tap water at home and without having to pollute the planet. Using disposable plastic bottles is a prehistoric habit that belongs to the past; it is high time for the world to evolve and create a better future for our children.”
Five questions with Mayim Bialik
We haven’t seen you in many adverts; what made you agree to do the SodaStream video?
Mayim Bialik: You’re right, I don’t do a lot of commercials, but I don’t just see this as a commercial; it’s a statement about the environment as well. SodaStream contacted me and said they wanted to set a commercial about the environment in a museum which already sounded like fun since as a geek, I am a museum person! I have known about Sodastream from my Israeli family and friends for years and I grew up having 'seltzer' delivered to my house in crates, so I love SodaStream. I even got one for my ex-husband as a Father’s Day gift a few years ago!
As for the script, the idea is creating a fictional species that became extinct due to their single-use plastic bottle habit. As a species, we have evolved so much, but much as we know plastic bottles pollute our environment and kill marine life, we continue to use them. Single-use plastic bottles should be a thing of the past and belong in a museum!
In the SodaStream commercial we see the impact of the plastic bottle pollution on the environment, how do you try to reduce your own carbon footprint?
Bialik: My love affair with the environment started as a teenager: I was fascinated with all animals and with marine animals in particular. Even in high school, I used canvas bags instead of paper or plastic and was ridiculed for it; it wasn’t part of our collective consciousness yet as a society to reduce and reuse yet! When the city I lived in began recycling, I cried with joy...finally!
Still to this day I try, as much as I can, to reduce my own carbon footprint – I don’t consume animal products, I don’t have a lawn, I take very short showers, I read up on ways to consume less – I buy fewer things, own fewer things, and donate things I don’t need and downsize even in small ways. I’m not trying to be a goody-goody (although I have been accused of that for sure), but being kind to the planet is critical for our health, the health of the planet, and the health of generations to come.
Carbontrust research states that the practice of recycling on a global scale reduces the carbon footprint by only 15%, what's your take on that?
Bialik: A lot of people feel like, “What’s the use? We’re doomed anyway” but the truth is that recycling is better than nothing; small efforts do matter. And recycling itself is a “dirty” business that involves robust industrial system of transportation and facilities which ironically are highly contaminating on their own. This is why I think that the future lies in reduction at the source – and this is what SodaStream stands for and it’s why I am so happy to be a part of this campaign. Single-use plastic bottles is an example of consumption which really makes no sense.
You have probably been exposed to the International Bottle Water Association claims led by Nestle water against SodaStream's message of a 'bottle-free' world. Was this ever a consideration for you when thinking of partnering with SodaStream for this campaign?
Bialik: Plastic bottle manufacturers and corporations like Nestle want to secure their profits and safeguard their revenues; I get that because that’s the system they operate in and they have a history of complicated business in the arenas of healthcare as well. But it should not come at the cost of our planet. We need to wake up and look at the reality that we’re living in: the plastic we produce doesn’t go away and won't go away unless we stop using it.
What’s next for you?
Bialik: Work on season 11 for TBBT will begin soon, but until then, being a mom is a full-time job. I am creating weekly videos for my YouTube channel and we have had several of my videos go viral this past year. My website GrokNation.com is growing and happy. We cover serious topics, fun topics, Big Bang topics, and everything we feel compelled to share about!
