In Pepsi ad, everyone’s pretty and protest is a party

Watch it while you can because this online ad for Pepsi isn’t going to be around long.

[update 12:34 p.m. – Huh. Ad removed. And apparently the victim here is Kendall Jenner.]

The ad appropriates and trivializes social justice demonstrations for the purpose of selling soda pop.

The ad ends with model Kendall Jenner offering a police officer — not dressed in riot gear because it’s all fun on the streets — a Pepsi. Problems solved. Keep on brunching.


Look vaguely familiar?

Jonathan Bachman

“Moments when we decide to let go, choose to act, follow our passion and nothing holds us back,” the company’s news release said. ” ‘Jump In,’ a short film that depicts these moments and stars Kendall Jenner, captures the spirit and actions of those people that jump in to every moment.”

Apparently, nobody in Pepsi’s advertising world saw a problem with the ad, or decided the blowback was worth the publicity.

“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,” the company said as negative reaction peaked overnight.