Levi Johnston Goes Nuts for Fiji Water’s Parent Co.

Let our journalists help you make sense of the noise: Subscribe to the Mother Jones Daily newsletter and get a recap of news that matters.


Levi Johnston, one of the nation’s best known baby daddies, is getting into the nut business. In a new series of commercials for pistachios, Johnston wears a green Alaska t-shirt and strolls up to the camera flanked by a bouncer. “Now Levi Johnston does it with protection,” the announcer quips, as Johnston pops a green one in his mouth. Cute line, but was Johnston really the biggest celebrity they could get? Oh wait, there’s former Miss Teen South Carolina too.

The commercial’s maker is none other than Roll International, the parent company of Fiji Water. Fiji Water, you may recall, was the subject of a recent Mother Jones expose showing that, among other things, the water is bottled under a military dictatorship, and its bottles use twice as much plastic as competitors’. Roll seems to be trying to make pistachios sexy, both by using Johnston and by a video contest asking viewers how they “do it” (and by “do it” they mean crack open pistachio nuts). But like the Fiji Water Twitter strategy, Roll’s TV approach is flawed. So they want to be sexy? Fine. But keep the kids out of it, would you? Throughout the contest promo there’s porny music in the background. One shot catches a young woman from above, rolling on the floor as she puts a nut in her mouth. “Do you do it on the floor?” the narrator asks. A few seconds later, there’s a shot of young kids hanging out while the narrator asks “Do you do it in a tree?” I’m not saying it’s pedophilia or anything, it just seems a little odd and inconsistent. Videos are below, judge for yourself.

 

IT'S NOT THAT WE'RE SCREWED WITHOUT TRUMP:

"It's that we're screwed with or without him if we can't show the public that what we do matters for the long term," writes Mother Jones CEO Monika Bauerlein as she kicks off our drive to raise $350,000 in donations from readers by July 17.

This is a big one for us. It's our first time asking for an outpouring of support since screams of FAKE NEWS and so much of what Trump stood for made everything we do so visceral. Like most newsrooms, we face incredibly hard budget realities, and it's unnerving needing to raise big money when traffic is down.

So, as we ask you to consider supporting our team's journalism, we thought we'd slow down and check in about where Mother Jones is and where we're going after the chaotic last several years. This comparatively slow moment is also an urgent one for Mother Jones: You can read more in "Slow News Is Good News," and if you're able to, please support our team's hard-hitting journalism and help us reach our big $350,000 goal with a donation today.

payment methods

IT'S NOT THAT WE'RE SCREWED WITHOUT TRUMP:

"It's that we're screwed with or without him if we can't show the public that what we do matters for the long term," writes Mother Jones CEO Monika Bauerlein as she kicks off our drive to raise $350,000 in donations from readers by July 17.

This is a big one for us. So, as we ask you to consider supporting our team's journalism, we thought we'd slow down and check in about where Mother Jones is and where we're going after the chaotic last several years. This comparatively slow moment is also an urgent one for Mother Jones: You can read more in "Slow News Is Good News," and if you're able to, please support our team's hard-hitting journalism and help us reach our big $350,000 goal with a donation today.

payment methods

We Recommend

Latest

Sign up for our free newsletter

Subscribe to the Mother Jones Daily to have our top stories delivered directly to your inbox.

Get our award-winning magazine

Save big on a full year of investigations, ideas, and insights.

Subscribe

Support our journalism

Help Mother Jones' reporters dig deep with a tax-deductible donation.

Donate