Supermodel Kendall Jenner is the star of the new Pepsi campaign - no surprises there as the brand often chooses big names for their big campaigns. What is surprising is how, and why, they thought it would work.
Jenner is not responsible for the campaign, unless she story-boarded and came up with the concept. We need to be careful not to lay the blame solely on the shoulders of this 21-year-old. Before going any further, let's have a look at the ad:
The message is Live Bolder, Live Louder but what's bold or loud about this? People across the world are campaigning and have been for centuries about issues that they feel impassioned about, issues of race, religion and humanitarianism amongst others.
The purpose of the protest in this ad isn't clear, the reason for police presence blocking the path isn't clear. Even less clear, is how a sugary mineral drink can help.
800 years of oppression and all we needed to do was hand the Brits a can of #Pepsi?! If only we knew! 😐 pic.twitter.com/OvR4G1QYet
— Cormac Moore (@CormacComedy) April 5, 2017
Fashion and music role models are continually featured in advertising to convey the latest message of the brand or new campaign. Beyoncé appeared in one of Pepsi's previous campaigns, 2013's Grown Woman and the message was clear: Embrace your past but live for now. The ad worked because Beyoncé works as a talented, inspirational role model for strong women to be even stronger and for all to admire.
This new campaign, on the other hand, is flippant about almost everything that it touches on: Fashion is portrayed as unimportant, the serious undertone and respect that usually surrounds protests is dropped in favour of a carnival atmosphere. Pepsi, what were you thinking?
Pepsi tried to cash in on Black Lives Matter with its latest ad featuring Kendall Jenner.
— AJ+ (@ajplus) April 5, 2017
Here are other brands peddling social justice: pic.twitter.com/BbF7QMSzC0
Perhaps the brand can look at some truly inspiring campaigns and get their groove back:
