Does Scarlett Johansson Do Commercials?
Exploring Scarlet’s role beyond the silver screen
(By Javier Guerra)*
From Hollywood to Brand Campaigns
Scarlett Johansson’s fame extends well beyond her acclaimed acting career—she’s been a recognizable figure in high-profile ad campaigns for major brands. From luxury fashion houses to tech giants, her distinctive voice, grace, and global appeal have made her a coveted ambassador in the world of advertising.
Luxury & Fashion: Calvin Klein to Louis Vuitton
Johansson has fronted campaigns for several prestigious brands:
She appeared in Calvin Klein ads, including the perfume Eternity Moment.
She was featured in Dolce & Gabbana’s The One fragrance campaigns.
As the face of Louis Vuitton (2005 onwards) and L’Oréal (2006), her creative collaboration included print and video assets .
She also collaborated with Mango, Reebok (baskets Scarlett “Hearts” RBK), and became the first Hollywood star to represent Moët & Chandon champagne in 2009.
Super Bowl Spotlight: SodaStream & Alexa Ads
One of her most discussed commercials took place during Super Bowl XLVIII in February 2014, where she starred for SodaStream, highlighting her as their first global brand ambassador. The ad sparked debate when it aired, partly due to its political controversy and Pepsi/Coca‑Cola rivalry. It was pulled from the Super Bowl line‑up but still drew international attention .
Later, Johansson appeared in Amazon’s comedic “Mind Reader” Alexa commercial during Super Bowl LVI (2022) alongside Colin Jost. A Reddit post even noted its status as “the all-time most expensive Super Bowl ad at $26 million”.
More Recent Appearances: M&M’s 2024
Scarlett returned to the Super Bowl ad stage in February 2024, starring in a humorous M&M’S spot —“Almost Champions: Ring of Comfort”—airing during the first quarter of Super Bowl LVIII.
In the 30‑second spot, Scarlett jokes about her Oscar near‑misses while playfully interacting with an M&M’s character, alongside NFL legends Dan Marino, Terrell Owens, and Bruce Smith. Scarlett said:
“It’s playful and comforting at the same time, just like one of my all-time favorite Mars candies, Peanut Butter M&M’S,”.
Reasons Behind Her Commercial Success
Several traits make Scarlett Johansson a prime candidate for commercials:
Global recognition – One of the world’s highest‑paid actresses and the top‑grossing actor of 2016–2019.
Distinctive image – Her voice, beauty, and screen presence lend products an upscale but approachable vibe .
Playful authenticity – She balances glamor with self‑deprecating humor—foreshadowed by her M&M’s Oscar jokes and reflective Super Bowl captions .
Brand Challenges & Controversy
Her choice to work with SodaStream in 2014 triggered backlash due to the factory’s West Bank location (“occupied territory”), prompting her resignation from Oxfam. Validation amid potential brand harm shows both her clout and the stakes of high-profile endorsements.
Quotable Insights
Scarlett has been open about branding strategy. In a 2011 Vanity Fair interview she remarked:
“You have to be careful about advertising, but I chose particular brands that made sense for me. I wouldn’t be selling you shaving cream.”
She also spoke of donating her advertising earnings to causes she supports, demonstrating her thoughtful approach.
The Advertising Persona
Scarlett’s TV and print ads usually hinge on three pillars:
Glamor with edge – Aligns with fashion and luxury product imagery.
Approachable persona – Her humor and relatability shine in comical ads.
Strategic selectivity – She partners with products that reflect her values and creative identity.
Impact & Public Reception
Her Super Bowl commercials consistently score media attention and viral spread:
The Alexa ad was lauded for its cost and star pairing.
The M&M’s commercial was praised by People and Vogue as a standout among 2024’s Super Bowl ads.
Fans appreciated her self-referential humor and sincerity, especially when poking fun at “almost winners.”
Looking Ahead
Given her track record and strategic choices, it’s likely Scarlett will continue aligning with major brands—especially those eager for a touch of star power plus elegance. While future Super Bowl appearances are unpredictable, brands across tech, luxury, and lifestyle will surely court her image.
Conclusion
Yes—Scarlett Johansson does commercials, and she does them decisively and memorably. From upscale Calvin Klein and Moët & Chandon campaigns to headline-grabbing Super Bowl ads for SodaStream, Amazon Alexa, and M&M’s, she picks projects that match her brand and public persona. Her blend of sophistication, relatability, and conscious selectivity makes her commercials not just advertisements, but pieces of cultural conversation.
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