The Pepsi soft drink advert featuring model Kendall Jenner handing a can of soda to a police official at what seemed to be a peaceful protest has sparked a Twitter backlash and has been labelled as disrespectful and distasteful.
In the ad, the acclaimed model, Jenner is seen posing in a blonde wig at a photo shoot, at the entrance of a glamourous venue, while a group of peaceful protestors with placards and musical instruments march by. She later takes off the wig, wipes her lipstick off her lips and grabs a can of Pepsi and joins the protest.
A photographer takes a photo of her as she heads to the front of the crowd and hands the can of cold drink to a police official, who drinks as the crowd cheers.
The ad seems to be based on last year’s #BlackLivesMatter movement, where a protester, Leshia Evans, a young woman in a dress was photographed standing calmly in front of two police officers wearing layers of armour and appearing to approach her.
World Press Photo 2017: " A Stand In Baton Rouge” di Jonathan Bachman. Leshia Evans protesta per l'uccisione di due cittadini nordafricani pic.twitter.com/Ho1EqD3biQ
— Cassandra Koll (@CassandraKoll) February 14, 2017
Later that day, the news of the young lady being detained surfaced and circulated on social media and that image became one of the most iconic images of the movement.
Twitter is disapproving of the ad for various reasons. Khaya Dlanga, an author and columnist took to Twitter to explain in a series of tweets why the ad didn’t work.
One of the issues with that Pepsi ad is that we don't even know what cause Kendal is fighting for.
— Khaya Dlanga (@khayadlanga) April 5, 2017
Another issue with the Pepsi ad is that the brand has no credibility or proven track record tackling social issues. Unlike Coca-Cola.
— Khaya Dlanga (@khayadlanga) April 5, 2017
2 years ago, Coke made this ad, with people singing America the Beautiful in different languages when anti immigrant sentiments exploded. pic.twitter.com/iMFvwWu7eV
— Khaya Dlanga (@khayadlanga) April 5, 2017
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Here is how tweeps reacted to the ad:
Kendall Jenner isn't even the worst part of that Pepsi ad. For it it's the depiction of a protest as this super fun event
— Third Force (@naledimashishi) April 5, 2017
Pepsi is so tone deaf. They put out that ad on anniversary of MLK's assassination & BLM was in the streets trying to reclaim his radicalism pic.twitter.com/eIWLUOpQOb
— Gugulethu Mhlungu (@GugsM) April 5, 2017
In Baton Rouge, LA, Ieshia Evans didn't meet the same reaction as Kendall Jenner from police when approaching during a protest. #pepsiad pic.twitter.com/OjJg2zDlDu
— BD_PR (@Brittany_AD) April 5, 2017
The Kendall Jenner Pepsi fiasco is a perfect example of what happens when there's no black people in the room when decisions are being made.
— Travon Free (@Travon) April 4, 2017
Could you be any more blatant with the disrespect and appropriation of a movement, @pepsi? Is this a sick joke?! pic.twitter.com/8NS8ynJUdj
— Taryn Finley (@_TARYNitUP) April 4, 2017
can't believe Kendall Jenner just solved institutionalized racism and oppression by giving a cop a pepsi. Groundbreaking
— kels (@Kelsiekinss) April 4, 2017
Watch:
The description below the ad on Pepsi’s Global YouTube channel states: “A short film about the moments when we decide to let go, choose to act, follow our passion and nothing holds us back.”