In a move that many are calling a colossal misstep, Pepsi has found itself at the center of a social media storm over its latest advertisement featuring Kendall Jenner. The ad, which attempts to tie a soft drink to social activism, has been met with widespread criticism online.
The commercial opens with Jenner, donning a blonde wig, in the middle of a fashion shoot while a protest unfolds nearby. The scene depicts a group of demonstrators holding peace signs, all dressed in a color palette reminiscent of Pepsi’s branding. Among them is a woman in a hijab who appears to be capturing moments of the protest but is seemingly unsatisfied with her shots.
In what feels like an odd twist, Jenner removes her wig and decides to join the protest. As she mingles with the crowd, flirting with bystanders, she ultimately approaches a line of police officers to hand one of them a can of Pepsi, coincidentally providing the photographer with the perfect shot. The cop smiles.
This ad’s execution is so painfully out of touch that it’s almost cringeworthy to watch. The inappropriate blend of protest imagery with carefree hipsters enjoying soda paints a confusing picture. Most alarmingly, the ad seems to co-opt a powerful image from the Black Lives Matter movement to promote Pepsi—a move that many found to be in poor taste.
Last year, during protests following the tragic deaths of individuals like Alton Sterling and Philando Castile, an iconic photo was captured of Ieshia Evans, a mother standing strong for her beliefs. She traveled to Baton Rouge, driven by a desire to advocate for a better future for her son. This image resonated deeply with viewers as a symbol of determination.
Pepsi’s creative team clearly missed the mark. A simple consultation with individuals more attuned to social issues could have saved them from this backlash. Many on social media expressed disbelief that anyone thought this ad was a good idea.
In response to the uproar, Pepsi issued a statement attempting to clarify their intentions: “The creative showcases a moment of unity… We think that’s an important message to convey.” This response echoes the typical deflection seen when companies are called out for being tone-deaf, failing to acknowledge the genuine concerns raised by the public.
Following the significant backlash, Pepsi decided to pull the ad and released a new statement acknowledging their mistake: “Pepsi was trying to project a global message of unity… Clearly, we missed the mark and apologize.”
This incident serves as a reminder that when a large group expresses that something is offensive, it’s crucial to listen rather than justify why you think it’s fine.
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In summary, Pepsi’s latest advertisement featuring Kendall Jenner faced backlash for its tone-deaf portrayal of social activism, leading to an apology and withdrawal of the ad.