Why the Kendall Jenner Pepsi Commercial Was Controversial

Published in April 2017, Kendall Jenner's Pepsi commercial sparked widespread controversy for several critical reasons, delving into issues of cultural appropriation, the commercialization of activism, and a lack of authenticity.

Cultural Appropriation and Insensitivity

The Kendall Jenner Pepsi commercial, released in April 2017, initially drew criticism for its perceived insensitivity and lack of cultural respect. The advertisement portrayed Jenner leaving a photoshoot to join a protest where she hands a police officer a can of Pepsi, seemingly diffusing tensions. Critics argued that this trivialized serious social justice movements, particularly Black Lives Matter (BLM), by suggesting that a soft drink could resolve deep-rooted societal issues.

Commercialization of Activism

The commercial was viewed as an attempt to commodify activism and protest, leading to accusations of exploitation. Many felt it reduced important social issues to mere marketing strategies, suggesting that real struggles and movements could be monetized and used to enhance company images.

Lack of Authenticity

Viewers criticized the ad for its lack of genuine engagement with the issues it depicted. The ad was seen as an inauthentic portrayal, given Kendall Jenner's privileged status in the fashion industry. Critics pointed out that Jenner, a figure known for her superficial image, was not an appropriate spokesperson for social justice issues, making the ad feel disingenuous and insincere.

Backlash and Response

The backlash was swift and profound, leading to widespread condemnation on social media and in the press. Pepsi pulled the commercial and issued an apology, acknowledging that they had missed the mark in representing the issues at hand. This response was a tacit admission of the film's failings and an attempt to mitigate the damage it had caused.

A headline commentator, while not having personally watched the ad, expressed their opinion that such trivialization would likely lead to a rejection of the product, stating, 'If she [Kendall Jenner] did to that can of Pepsi what her sister would have done, no one would be drinking it.'

Summary and Conclusion

In summary, the Kendall Jenner Pepsi commercial became a lightning rod for criticism due to its perceived insensitivity, commercialization of activism, and lack of authenticity. The controversy highlighted ongoing tensions around race, privilege, and the portrayal of social movements in advertising. As these issues continue to evolve, it is vital for advertisers to carefully consider the messages they convey, ensuring a respectful and meaningful engagement with the social and political issues of our times.

Keywords: Kendall Jenner, Pepsi commercial, cultural appropriation