"Kendall Jenner and Pepsi: When Privileged Celebrities Trivialize Social Justice Movements"
Pepsi's 2017 commercial “Live for Now” featuring Kendall Jenner sparked widespread backlash and criticism for its tone-deaf and insensitive portrayal of social activism and protests. The advertisement was seen by many as a trivialization and exploitation of serious social issues, such as police brutality and Black Lives Matter, in order to promote and sell a carbonated beverage.
The commercial depicts Jenner leaving a photoshoot to join a protest march, where she hands a can of Pepsi to a police officer, seemingly solving all the conflict and tensions between the protesters and police. The commercial and the whole marketing campaign were immediately met with widespread criticism for its attempt to appropriate the imagery and message of real-life protests, in a bid to make the brand seem edgy and socially conscious. According to a published statement from PepsiCo, the ad’s purpose was initially to address millennials and “to project a global message of unity, peace, and understanding." The advertisement was cancelled after receiving online backlash.
Many saw the commercial as a prime example of corporate co-optation of social movements, as Pepsi attempted to use the language of resistance and activism to sell their product. This type of shallow and superficial marketing of important social issues not only undermines the struggles of real activists but also sustains harmful stereotypes and misinformation. As a result, celebrity supermodel Kendall Jenner received a lot of hate till this day. And who’s to blame, Pepsi's marketing team or the face of the campaign?
The commercial also faced criticism for its insensitivity towards the experiences of those affected by police brutality and racial discrimination, as it suggested that these serious issues could be solved with a simple gesture of handing a can of Pepsi to a police officer. This type of messaging not only diminishes the real-life experiences and struggles of marginalised communities but also perpetuates the harmful myth of police as benevolent protectors.
In conclusion, Pepsi's 2017 commercial was a prime example of a tone-deaf and insensitive marketing attempt by a corporation to profit from serious social issues. The advertisement's attempt to appropriate the imagery and language of social activism only served to trivialise and exploit real-life struggles, and its insensitivity towards marginalised groups was both harmful and offensive. Up to now, this marketing campaign is considered as the most controversial failed ad globally.
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