SodaStream attempted to purchase advertising time from CBS to air a particular ad it prepared for the Super Bowl, but the ad was rejected by the network for attacking larger beverage companies who were also major advertisers for the game.

In Soda Stream’s would-be Super Bowl ad—Game Changer—Pepsi and Coke delivery men are depicted rushing to deliver their fare to the grocery store as dozens of pop bottles burst open, creating a sticky mess. The ad then cuts to SodaStream, as a voiceover says, “With SodaStream, we could have saved 500 million bottles on game day alone.”

Clever comparison, but the ad never aired. SodaStream said CBS rejected it for its attacks on Pepsico—which sponsored the game’s halftime show and purchased ads—and Coke—which also aired ads during commercial breaks.

“Our ad confronts the beverage industry and its arguably outdated business model,” SodaStream’s CEO Daniel Birnbaum said in a statement. “One day we will look back on plastic soda bottles the way we now view cigarettes.”

Instead, SodaStream aired a spot in which plenty of soda bottles explode, but they can’t be identified as Coke or Pepsi. Likewise, the ad featured no drivers in Coke or Pepsi trucks. Albeit less entertaining, the ad’s message was still loud and clear: There’s no longer a need for bottling factors—and their waste—now that home carbonation systems are available.

But SodaStream—which makes countertop machines that transform plain drinks into carbonated beverages—may get the last laugh. Super Bowl ads don’t come cheap. The price of a 30-second ad played during the 2013 Super Bowl ran as much as $4 million. At times, rejected ads lead to free publicity for the banned advertisers as millions of consumers ultimately view the clips online. SodaStream hopes to capitalize on just such a phenomenon.