Kendall Jenner’s Pepsi commercial, released in 2017, sparked immediate controversy and backlash, prompting discussions that extended beyond simple advertising critique. At first glance, the ad seemed to position itself in the realm of social justice, depicting various protests and social movements, ultimately culminating in a scene where Jenner offers a can of Pepsi to a police officer. The problem, however, lies in the overly simplistic portrayal of complex societal issues and the commodification of activism.
One of the most glaring issues with the commercial is its insensitivity to the real struggles faced by individuals engaged in social justice movements. The ad appears to trivialize significant moments of protest, reducing them to a mere backdrop for product placement. For instance, using real protest imagery typically associated with movements for racial equality and justice, the ad co-opts these serious themes to sell soda, leading to accusations of cultural appropriation and exploitation. Viewers recognized the dissonance between the real-life implications of these protests and the way they were presented as a stylish backdrop for a celebrity to sell a product.
Kendall Jenner, perched in the midst of these charged scenes, represents a host of issues tied to privilege and the role of celebrities in social movements. As a young, wealthy model from a reality television family, her involvement in a commercial that superficially engages with activism can be perceived as tone-deaf. Many people felt that a figure who has enjoyed a life of luxury and privilege could not adequately understand or authentically represent the struggles of marginalized communities. This disconnect is what riled many viewers, who felt that the ad not only misrepresented activism but also appropriated a serious context for commercial gain.
Additionally, the portrayal of police was another contentious aspect of the ad. By depicting a moment of confrontation between unarmed protesters and law enforcement, the commercial offered a resolution that felt far too simplistic. The moment when Jenner hands a can of Pepsi to a police officer fails to acknowledge the longstanding, complicated relationship between law enforcement and communities of color, which has been fraught with tension, violence, and mistrust. This moment undermined the weight of the conversations occurring in real life about police brutality and justice reform, making it seem like the solution to systemic issues could be as trivial as sharing a soft drink.
Moreover, the ad elicited accusations of ‘performative activism,’ a term that describes the act of expressing support for social causes in ways that may be more about gaining social capital than effecting real change. Many critics argued that Jenner’s actions and the commercial’s message fell flat in contributing to genuine discussions around activism and social justice. By turning a serious matter into a marketing tool, it essentially devalued the struggles faced by those involved in authentic activism, as if saying that a gesture of kindness—albeit brand-sponsored—could mend societal rifts.
From an artistic perspective, the commercial suffered from a lack of depth and nuance. Well-conceived advertisements often have the power to reflect and inspire societal change, deepening audiences’ understanding of critical issues. In contrast, Jenner’s commercial came off as a misguided attempt to blend corporate responsibility with the glamor of celebrity culture. The narrative arc presented a resolution that felt dissonant and far removed from the angry frustration exhibited in real-life protests, diminishing the authenticity of the experience they purported to represent.
Public reaction was swift and overwhelmingly negative, leading Pepsi to pull the ad and issue an apology. The backlash illuminated a growing sensitivity among consumers to the ways brands engage with social issues, particularly in an era marked by increased awareness and activism surrounding topics like racial inequality and police brutality. The incident served as a lesson for brands about the potential ramifications of leveraging real-world struggles for monetization, particularly when those in power are disconnected from the lived experiences of those most affected.
The fallout had implications not only for Pepsi but also for celebrities associated with brands advocating for change. It raised questions about the responsibilities of public figures and brands in navigating social justice narratives. Celebrity endorsements for products that encroach on activism require a level of authenticity, understanding, and sensitivity that was glaringly absent from the commercial. The scrutiny surrounding the ad catalyzed conversations about accountability and the importance of genuine engagement in social discourse, urging brands and individuals alike to critically reassess their roles.
Looking beyond the immediate critique, the incident sparked broader discussions about advertising practices and corporate social responsibility. The backlash highlighted a growing consumer demand for brands to engage authentically with social justice initiatives rather than simply performing solidarity for profit. To succeed in today’s market, companies are increasingly expected to not only acknowledge societal issues but to also engage with them meaningfully, supporting initiatives or movements that align with their brand values rather than using them as a backdrop for marketing gimmicks.
Kendall Jenner’s Pepsi commercial stands as a cautionary tale about the intersection of consumer culture, celebrity influence, and social justice. It teaches us that when approaching such matters, brands and influencers must tread carefully and with respect. The advertising world thrives on creativity and innovation, but it must endeavor to embody the values it promotes. When these narratives are treated superficially, it risks not just alienating consumers but perpetuates the very disconnect between privilege and activism that many are striving to address.
Ultimately, the controversy surrounding the ad may serve as a catalyst for deeper discussions within both the marketing industry and society regarding the ethics of representation and the nature of activism. The hope is that moving forward, brands will learn from these missteps and recommit to practices that reflect genuine understanding and advocacy for the issues they speak to, fostering a culture of respect, understanding, and authentic engagement in the world of advertising.
