The Kendall Jenner x Pepsi Ad Made Me Want To Vomit
Before you do anything else watch this if you haven’t seen it already:
OK. Made it through? I had a hard time getting through it myself. Let’s take a quick look at a few scenes that encapsulate why this ad is a piece of shit.
These are all very nice sentiments and shit we should strive for every single day but they aren’t the typical signs you see at real protests. The protests where people are putting their safety in danger because they’re afraid they might walk outside with a hoody on and get shot, or that their family won’t be able to return to America if they board a plane to see their family in their native country. And they’re certainly not as happy as the perfectly casted multi-racial group of actors walking down this very well lit street with no menacing or threatening police officers present any step of the way. Hell, they even pretty people to eat next to the protests while it was happening. The police aren’t in riot gear, apparently seeing no threat from this massive group of protesters.
Now look, I work in advertising for big brands™. I know major corporations are risk averse and don’t want to alienate potential consumers who don’t share in what should be non-controversial views like equality and freedom of expression. But they are. But that’s why no one has ever asked a corporation to make a fucking resistance commercial. If you aren’t going to be on the ground with organizers and protesters, or helping to pay legal funds for those wrongly incarcerated or even at the very fucking least, providing food and beverages to people who are taking hours at a time out to speak out on something they believe in, then don’t use a movement for your own commercial gain.
2- Tropes, (Un)intentional Racism, More Tropes
All black people are good for in commercials are for hip hoppity dancing, tattoos, giving dap and staring lustfully at white women.
All the people of color in this ad are mostly used to check boxes and unintentionally accent how what could have been a profound message/scene that has been entirely whitewashed and commercialized.
Ohhhh boy what in the actual fuck?!!?!
Another white woman swoops in to save the day. I wish Pepsi had Melania Trump’s number so that I can get past a few of the issues currently concerning me.
I would’ve had a problem with this closing scene if it was from just about anyone but we’ll get to the actual ending in a bit. The fact that it’s a fucking Kardashian Jenner – the physical embodiment of wealth, entitlement and privilege in America – shifts this ad from just terrible advertising toward the realm of parody, absurdity and offensiveness.
Do you remember the protests in Baton Rouge after Alton Sterling was gunned down by police officers?
This is the lasting image of those protests. A young, black woman walking up to a group of white police officers dressed like they’re ready to confront ground troops in Northern Iraq, and able at a moment’s notice to gun her down.
The ending of this thing is even more absurd. Once Jenner hands the very peaceful policeman the can of Pepsi, the crowd goes crazy, like they were all Tyrone Biggums and it was time for the free crack giveaway.
If I knew all I had to do to avoid being shot by the police while black was carry a Pepsi around with me, I would’ve been doing it this entire time.
