This week, Pepsi released the commercial for their new “Live For Now Moments Anthem” campaign (which is a fucking mouthful and what does it mean??), and to say people are unimpressed would be an understatement. In times like this, it seemed like there was nothing that could unite the American public, but Pepsi and Kendall Jenner have managed to do it by offending literally every single person with this bizarre ad. We’re going to break it down for you, but we recommend first watching the video in its entirety here. Do it now while you still can—we have a feeling it’s not going to be up for much longer.
Basically, the painfully long ad shows an off-brand Black Lives Matter march going down the street where Kendall Jenner happens to be doing a photoshoot. Because anyone who’s ever been to a protest knows that a closed-off street with hundreds to thousands of people crushed up against each other like sardines, marching along at a snail’s pace while chanting, is the perfect place to shoot some fashion ad.
I mean, this has got to be the weakest protest ever. “Join the conversation”? That’s not a call to action. That would be like if I showed up to the Women’s March like “Hey misogynistic men, can you guys kindly consider giving women equal rights and we can talk about bodily autonomy later? No? OK.”
Here we have Kendall, sporting a blonde wig and some Lala Kent hoops. The hoops are irrelevant but the wig will become important later.
^This is what democracy looks like!
Kendall sees this protest going on all of a sudden—because apparently she hasn’t checked social media in the past week to see all the Facebook event RSVPs, I guess—and gets this look in her eyes that says “What are all those poor people doing down there? Don’t they know inside is where the air conditioning is?”
BUT THEN it all changes when a semi-cute guy with a cello on his back locks eyes with Kendall and gives her The Nod. She rips off her wig, smears her lipstick (the ultimate “fuck you” to the patriarchy) and joins the protestors, while the photographers are like “Bitch WTF you have a job to do, we get paid by the hour.” Kendall doesn’t care, though—she’s got a movement to join!
She makes her way to the front and grabs a Pepsi on the way—because all protests come equipped with buckets of free Pepsi on ice—and greets a line of police officers with an ice-cold can of Pepsi.
And just like that, we solved the issue of police brutality, guys! Kendall turns back to the protestors, who are all cheering her on for her heroic act of bravery. And to think, all those policemen who killed unarmed people of color were just thirsty! Can we add that we all know that if there was one soda to unite us all, it would be Diet Coke? Anyway. Everybody is happy, and one of the police officers definitely thinks he’s gonna fuck Kendall later. You can tell because he turns to his police buddy and gives him the following look:
If that doesn’t say “I’m SO gonna hit that,” then I don’t know what does.
The whole plot of the commercial is very questionable, but for Pepsi to think someone like Kendall Jenner would be the right person to convey their pseudo-social justice message in the first place is more than a little alarming. Like, they could’ve easily used that cute Muslim girl with the head covering, but instead she was basically just Kendall’s adoring fan with a chunky video camera from the late 90s.
What’s really the most laughable, though, is that the face of this “movement,” Kendall Jenner, is a rich white reality TV star with a questionable blonde wig—sound like anyone we know? IRL Kendall is probably not mad about the tax breaks she’ll be getting as a super rich person, and she definitely has never had to worry about the police getting up in her business for no reason (let alone worrying about not making it out of that interaction alive… but OK yeah you’re right I’ll leave that part to Salon). In fact, the only “protest” she’s been spotted at was that one year when the Chanel show was protest themed. It’s v unclear how the people at Pepsi thought this would go over well, but someone is definitely gonna lose their job over this.
Bottom line? Kendall’s a cute girl, but she’s clearly not the one who should be starring in commercials that are supposed to make any sort of political statement. At least leave that to Shailene Woodley or something. And also Diet Coke is far superior to Pepsi and we’re very offended that Kendall would imply otherwise. That’s all.
