In a recent attempt to connect with social issues, Pepsi’s new advertisement featuring model Kendall Jenner has drawn significant criticism online. The commercial showcases Jenner, sporting a blonde wig, in the midst of a fashion shoot while protests unfold nearby. Clad in Pepsi’s trademark red, white, and blue, the scene features individuals holding peace signs and one woman in a hijab, seemingly distraught as she attempts to capture the perfect photograph of the protest.
As the narrative unfolds, Jenner removes her wig and immerses herself in the crowd, smiling at onlookers and dancing freely. The climax arrives when she hands a can of Pepsi to a police officer, leading to a moment of camaraderie as the photographer captures the moment she’s been waiting for. However, the execution of this ad is so out of touch that it becomes uncomfortable to watch.
The ad attempts to combine elements of activism with a carefree vibe, creating a confusing juxtaposition between serious protests and individuals casually enjoying soda. Most troubling is the use of imagery reminiscent of a powerful protest photo taken during the Black Lives Matter movement, which has left many feeling offended. The photo features a woman named Sarah who courageously participated in protests, fighting for a better future for her community and family.
In the wake of the backlash, Pepsi issued a statement to Teen Vogue, claiming the ad intended to showcase unity and the brand’s message to “Live For Now.” They described the ad as a celebration of diverse groups coming together, but this response has sparked frustration and disbelief among critics. When a large audience voices that something is offensive, it might be wise to reconsider instead of doubling down on the idea.
Following the widespread criticism, Pepsi decided to withdraw the ad, admitting, “We clearly missed the mark and apologize. We did not intend to make light of any serious issue.” The company has since halted any further promotion of the content.
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In summary, Pepsi’s recent advertisement featuring Kendall Jenner has faced major backlash for its tone-deaf representation of social issues. The company has since pulled the ad and issued an apology, acknowledging the misstep amidst widespread criticism.