Offensive Pepsi Ad?

The Situation

     In the summer of 2017, Pepsi released an advertisement that showcased a peaceful protest and police. At the time, this commercial was seen as offensive to some people. The controversial part wasn't the protest, it was the star of the commercial.

     Pepsi made the star of the commercial Kendall Jenner. Her being the one to appease the police officer with a can of soda was what caused backlash. The main point of criticism was that Pepsi was appropriating and trivializing the Black Lives Matter movement. The commercial mimicked imagery from Black Lives Matter protests against the killings and abuse of black people by police. People did not like the use of appropriation of serious protests to sell products. Elle Hearts, a former organizer for Black Lives Matter, said the ad "plays down the sacrifices people have historically taken in utilizing protests." Shortly after the controversy, Pepsi pulled the ad and apologized.

An image from the commercial. Source

My Thoughts

     This was a very interesting situation and another example of controversy about an advertisement from a big company. The situation is similar to the Dove ad controversy, however I think the Dove ad situation was more extreme. I do not believe that the use of Kendall Jenner as the star of the ad is as big as a deal as social media made it out to be. People need to remember that this is an advertisement to sell their product, the Pepsi drink. A common advertising technique is to use famous and well known celebrities to promote their company or product. I believe that this is why Pepsi used Kendall Jenner to promote their drink as people know who she is.

     However, I do understand where the controversy is coming from. I do not think that using the scene of a protest was a wise idea. People who are passionate about advocating for rights in the real life protests have the right to speak against the ad. I can see how the commercial trivializes the protests because they make the protest in the advertisement seem very simple and not that serious. Everyone is smiling and the problem is solved by a simple can of Pepsi. Overall, I think that companies need to be more careful with their ads as situations like this have occurred time and time again.