PepsiCo's ad commercial attracts outrage and ridicule
PepsiCo's ad commercial attracts outrage and ridicule

PepsiCo has pulled down the commercial featuring model Kendall Jenner after the ad prompted outrage and ridicule from those who said it trivialized rights protests and public unrest in the United States.

The ad, released late on Tuesday, shows the fashion celebrity and reality TV star in a photo shoot when she sees protesters marching. Removing her wig and makeup, Jenner joins the crowd and hands a baseball cap-wearing police officer a can of Pepsi, prompting him to smile while marchers cheer and hug.

In a statement, the company said, "Pepsi was trying to project a global message of unity, peace and understanding. Clearly we missed the mark, and we apologise. We did not intend to make light of any serious issue. We are removing the content and halting any further rollout."

Pepsi also apologised to Jenner.

The spot drew criticism on Twitter, with users saying it belittled the anti-police violence protests over recent years in cities including Ferguson, Missouri, and Baltimore following police killings of unarmed black men and women.

Pepsi said the ad was created by its in-house shop, Creators League Studio.

Charlie Hopper, principal and writer at advertising agency Young & Laramore said such backlash is a risk brands take when they lack outside perspective.

Hopper said, "This is a good example of what happens when you don't get the objective input of a classic agency relationship that can say, 'We need to save you from your worst impulses.'"

 
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