Kendall Jenner accused of 'mocking Black Lives Matter' movement in Pepsi advert

David Gardner5 April 2017

A new Pepsi ad showing supermodel Kendall Jenner using the soft drink to quell a riot fell flat last night under a barrage of criticism on social media.

The 21-year-old was accused of “mocking” the Black Lives Matter movement and “appropriating the resistance” in the commercial, which seems to be inspired by a famous photo of a woman standing up to police at a US protest last year.

Miss Jenner, wearing a blonde wig and posing for the cameras, is caught up in the midst of a demonstration when she throws off the wig, grabs a can of Pepsi and hands it to a grim-faced police officer, who accepts it and smiles, to the cheers of the placated crowd.

In the YouTube description for the ad, titled ‘Live for Now Moments Anthem,’ Pepsi calls it “a short film about the moments when we decide to let go, choose to act, follow our passion and nothing holds us back.”

Kendall Jenner in the advert
Pepsi

With the soundtrack song ‘Lion’ by Bob Marley’s grandson, Skip, it's clearly an attempt to court a politically active younger demographic. But the backlash was almost immediate.

“If this Pepsi ad is the choice of a new generation, I'm gonna need that generation to turn in its badge,” wrote comedienne Margaret Cho on Twitter.

Piers Morgan added: “The new @pepsi ad with @KendallJenner is stupefyingly diabolical. Absurd, PC-crazed, virtue-signalling, snowflake claptrap.”

“J. Edgar Hoover takes aim from the grassy knoll. The motorcade approaches. He fires. JFK raises a #Pepsi to his lips, blocks the bullet,” tweeted American comic Paton Oswalt.

Many on social media compared the ad unfavourably with the actions of protester Leshia Evans during a demonstration in Indiana last July.

Leshia Evans in an iconic photo from a Black Lives Matter protest
Reuters/Jonathan Bachman

The image captured at the time was meant to showcase the resistance of African Americans against growing police brutality and Ms Evans was detained when she approached the police officer.

“I can’t believe Kendall Jenner ended police brutality and white supremacy with a can of Pepsi - not bad for a girl with no talent,” tweeted one user.

Kendall Jenner in the advert
Pepsi

“So according to @KendallJenner and @pepsi the racial tension problem is just a matter of thirsty cops,” wrote another.

Ms Jenner seemed unperturbed by the outcry, saying: “I am thrilled to join the legendary roster of icons who have represented their generations and worked with Pepsi.”

Ad campaign: Kendall Jenner 
Pepsi

“The spirit of Pepsi - living in the 'now' moment- is one that I believe in. I make a conscious effort in my everyday life and travels to enjoy every experience of today,” she added.

In a statement to the BBC, Pepsi said: "This is a global ad that reflects people from different walks of life coming together in a spirit of harmony.

"We think that's an important message to convey."

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