Why People Are NOT Happy About Kendall Jenner's Pepsi Commercial

Pepsi is experiencing some online backlash today regarding their new commercial, starring Kendall Jenner. The ad, titled "Live For Now Moments Anthem," is being accused of capitalizing on our current political and social climate in ways that feel particularly uneasy.

In the commercial, we see a blonde, bewigged Kendall in the midst of a photo shoot, while a protest takes place on the streets just steps away from where she is posing. As “Lions” by Skip Marley plays in the background, the camera cuts between the protesters, many of whom are artists. It's an inclusive crowd for sure, with people of all identities joining together to march with signs depicting the peace symbol.

As the ad continues, it becomes increasingly obvious that Kendall wants to join the marchers, and she even locks eyes with one of the protesters who nods at her as if to say, "Come on." In the ad's climactic moments, Kendall removes her blonde wig, wipes the dark lipstick from her mouth, and filters into the crowd. She is seen approaching a line of police officers, and she hands one an ice-cold can of Pepsi. There is a pause, and then the officer pops open the can, yielding cheers and applause from the protesters. The words "live bolder, live louder, live for now," fill the screen as the ad comes to an end.

It's clear that there's a "feel good" vibe for which the ad is striving (not unlike Coca-Cola's "I'd Like to Buy the World a Coke" commercial from the 1970s), but nevertheless, Pepsi's commercial has struck a nerve for many viewers. Protests are not an uncommon sight in today's climate; there was the worldwide turnout for the Women's March in January, as well as countless protests in response to many of President Trump's executive orders — including the Muslim ban that he attempted to enact earlier this year. To the best of our knowledge, this is the first time that the company seems to be offering commentary in support of these protests. Doing so now though — especially when so many other companies joined the conversation at the apex of some of these issues — comes off as co-opting and performative.

Of course, it's not uncommon for companies to offer social commentary in commercials; just look at some of the ads that ran during this year's Super Bowl. The difference, however, is that Pepsi's commercial almost seems as though it's trivializing the purpose of these widespread protests. For example, some people have pointed out that the closing shot of Kendall offering the soda to the police officer is startlingly similar to the iconic photograph of Ieshia Evans standing her ground against authorities during a Black Lives Matter protest.

Furthermore, the ad ends with the confusing idea that by offering a Pepsi to the police officers (who appear to be the opposition party in this story), the protesters have achieved some kind of victory. If there's symbolism buried in that idea, it's most certainly lost. The bottom line is that while Pepsi might have had good intentions, the aftertaste of this ad is leaving many people feeling uncomfortable.

In a statement provided to Teen Vogue, an official spokesperson for Pepsi explained: "The creative showcases a moment of unity, and a point where multiple storylines converge in the final advert. It depicts various groups of people embracing a spontaneous moment, and showcasing Pepsi’s brand rallying cry to 'Live For Now,' in an exploration of what that truly means to live life unbounded, unfiltered and uninhibited." However, it can be argued that these themes of spontaneity and unity could easily be depicted without co-opting the resistance in the process, or without trivializing the important protests that have been taking place over the past few months. After all, protests aren't necessarily solely about unity, but rather about justice and fighting for what's right.

Related: Trump Protestors Display Giant "Impeach" Banner at Washington Nationals Game

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