The internet has gone bananas about the new Pepsi ad starring Kendall Jenner...and not in a good way. Naturally, I have to throw in my two cents:
First of all, why is this advert nearly three minutes long? Unless it’s a charity appeal, there’s no need for any advert to have that duration.
Secondly, what was the point? I watched it thrice and still didn’t get it. I thought it was a parody. It was like a stylised, ultra glossy version of an American protest, with extra layers of FA-SHUN added by bringing Ms Jenner to the mix.
The advert was utterly pointless. Even if they were attempting to make a point (and I still don’t know what that was), this was probably the dumbest way to do it. Was there no person of colour at Pepsi HQ (or any person, in fact) who could have said, ‘Are you sure this is a good idea?’
Who decided that little ‘Wonder Woman’ bit where Jenner whipped off her wig was a slice of genius? It only succeeded in making me laugh. The fist bump between her and the black guy dancing throughout was cringeworthy, as was the mini-flirting with the violinist who cannot sip properly from a can of Pepsi. But let’s be honest, the entire ad was two minutes and forty-six seconds of cringe and I’m still trying to figure out WHAT THE FRIGGING POINT OF IT WAS.
So if peaceful protestors of the past such as Martin Luther King and Malcolm X had a Pepsi on their person, maybe the powers-that-be would have been more sympathetic to their plight? If Black Lives Matter had a Pepsi multipack, things might have been less problematic? If only real life was as simple as handing a fizzy drink to a member of the riot police, eh? Why did Pepsi think they could crowbar themselves into this issue and turn it into something palatable, edgy and trendy (ugh)? It’s as bad as that time Sky Sports turned their Super Sunday credits into WAG Central: an unrecognisable football crowd full of gorgeous model-esque women, suited blokes and happy families all waving their hands to ‘Loving Each Day’ by Ronan Keating, with not a single regular-looking football fan in sight.
Pepsi released an apology which only apologised to Kendall Jenner rather than those who complained about the ad- why I do not know. Ms Jenner is twenty years old. She is not a child. She can make her own decisions regarding which projects she takes on and those she does not, so why they aimed their apology at her and her alone is weird.
Seriously Pepsi, stick to what you’re good at. In fact, all big brands should probably do so unless they’re absolutely sure they have got their message right. I’m not looking to you to make a statement on the world today- I want you to carry on making mindless and insanely expensive adverts that I can roll my eyes at and not expect anything other than you selling your cold beverage to me through heavy-handed product placement. Trivialising the protests of recent times into happy vignettes of aesthetically-pleasing young people in technicolor (I saw no diversity in terms of age in that crowd at all) walking through sun-drenched streets clutching cans of your drink is not the one.