The ad attempts to use vague images of protest as a means to sell soda.
A new Pepsi ad where Kendall Jenner hands out cans of everyone's second-favorite cola in an effort to right the world's wrongs is getting unanimous backlash. The commercial features Kendall joining a vague "peace" protest after ditching a modeling gig, at which point she *realizes* (2017, lookin' good) that the key to uniting America is in a cold can of Pepsi. The climax comes with Jenner handing a beverage to a cop on the scene, who reacts with a smile and is greeted by cheers from protesters.
The ad seems keen on using images of resistance akin to movements like Black Lives Matter without taking on the cause or responsibility. As Jezebel points out, the scene in which Jenner approaches the cops is reminiscent of the iconic image of Baton Rouge protester Ieshia Evans peacefully offering her hands as she's arrested by riot police.
Since the ad made its way online, reactions have been uniformly negative, with many questioning just how this idea got the green light.
Check out some responses from Twitter below.
Pepsi CEO: we need a new ad that gets people on Pepsi's side— Wrestlito (@CzarIito) April 4, 2017
Coke CEO in Pepsi uniform: how about an ad with a Jenner and social injustice
"Kendall so what you're gonna do is pick up a can of pepsi and end social injustice issues" -Pepsi marketing team pic.twitter.com/btbUX7cgig— Ahmed/Rozay Top 5 (@big_business_) April 4, 2017
This is everything wrong about the world, you couldn't script better satire. https://t.co/zpt59RjXc0— Mike Cernovich (@Cernovich) April 4, 2017
Coke execs tonight after watching kendall’s pepsi ad pic.twitter.com/3u7Ti01bpi— JamesMichael Nichols (@JMN) April 4, 2017
The cop's face at the end. "You know, this thin white woman makes a good point. Pepsi MIGHT BE better than state violence!" pic.twitter.com/kaPiAvmyQQ— Olivia A. Cole (@RantingOwl) April 4, 2017