UPDATE: Since the collective bashing of Pepsi’s “Live For The Now Moments” commercial ad, after first, defending the concept stating:

“The creative showcases a moment of unity, and a point where multiple storylines converge in the final advert. It depicts various groups of people embracing a spontaneous moment, and showcasing Pepsi’s brand rallying cry to ‘Live For Now,’ in an exploration of what that truly means to live life unbounded, unfiltered and uninhibited.”

PepsiCo has issued an apology for its tone-deaf marketing placement in the following statement to EBONY.

“Pepsi was trying to project a global a message of unity, peace and understanding. Clearly, we missed the mark, and we apologize. We did not intend to make light of any serious issue. We are pulling the content and halting any further rollout. We also apologize for putting Kendall Jenner in this position.”

Riiight.

Original Post – 4.4.17

The heck was Pepsi thinking?

In their latest ad, the global beverage brand snagged a Jenner, the rights to a Skip Marley song, a group of people with cardboard signs decorated with the Pepsi logo marching through the streets of who knows where with police geared up on the sidelines.

Bottom line: The scene straight up jacks the harsh reality of the various protests that have taken place following the deaths of unarmed Black men and women at the hands of police and racial injustice.

On another note, this ish ain’t cool.

Pepsi Global described the visuals on the company’s YouTube page:

A short film about the moments when we decide to let go, choose to act, follow our passion and nothing holds us back. Capturing the spirit and actions of those people that jump in to every moment and featuring multiple lives, stories and emotional connections that show passion, joy, unbound and uninhibited moments. No matter the occasion, big or small, these are the moments that make us feel alive.

Starring Kendall Jenner and featuring music from Skip Marley.

But…NO! What’s happening here is a twisted motion that appropriates movements that march for social, civic and racial justice. As seen in the “short film,” Pepsi played the role as the peace offering.

EBONY Fam, WHAT is a beverage going to do in the midst of destruction? Really.

appropriation
Kendall Jenner
pepsi