The ad, titled "Jump In", shows Jenner ditching a photo shoot to join a crowd of protesters.
Though the entire internet seems to be slamming both Kendall Jenner and her Pepsi ad today, she's got one unlikely ally: Whoopi Goldberg.
In the most incriminating shot, critics noticed that Jenner appears to even mimic Ieshia Evans, who was iconically photographed standing still in front of rushing police officers who ultimately arrested her during a Black Lives Matter protest after the police shooting death of Alton Sterling in Baton Rouge past year. And when the protesters run into a wall of grim-faced cops, Jenner hands one of them a Pepsi and instantly brokers peace between protesters and police.
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The spot drew criticism on Twitter, with users saying it belittled the anti-police violence protests over recent years in cities including Ferguson, Missouri, and Baltimore following police killings of unarmed black men and women.
In a statement, Pepsi said: "This is a global ad that reflects people from different walks of life coming together in a spirit of harmony". The Pepsi protest clearly has much more in common with middle-class, child-friendly, protest-themed days-out such as the recent Women's March in the United States and the March for Europe in the UK.
"The Pepsi commercial shows us that capitalism will steal our lives and then find multiple ways to make a profit of our death", one comment on Twitter read. There's even an interstitial shot in which we see Jenner remove her wig and toss it to a black woman, as if to say "hold this".
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In a new ad commercial, Pepsi appointed supermodel Kendall Jenner as its face. The Black Lives Matter movement was founded in 2013 following the acquittal of George Zimmerman in the unprovoked shooting of African-American teen Trayvon Martin.
Pepsi is pulling an ad that has been widely criticized for appearing to trivialize protests for social justice causes.
Whoops! Pepsi made a major misstep when it released a highly-promoted commercial on April 4 starring Kendall Jenner, 21, that turned out to be incredibly tone-deaf. Outraged tweeters claimed that the Pepsi ad was guilty of exploiting, erasing and blaspheming against the BLM movement.
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It isn't the first time PepsiCo has backpedaled and apologized for an ad. Kendall looks like an extra, an irrelevant addition in an ad based on a protest, an idea which has been exhausted by many ad agencies already.