Social Media has revolutionized the immediacy of how the public reacts to news and entertainment. Forget the days of snail hate mail of yesteryear sent to networks and celebrities in large bags. Every single person has a voice – and social forum to be heard. Less than 24 hours since the new Pepsi ad was launched featuring Kendall Jenner, one of the hottest it-models of the moment – the ad has been pulled from every marketing vehicle imaginable. What happened exactly? I follow the Kardashians on social as I’m a pop culture junkie and after I viewed the fury-inducing ad on Kris Jenner’s Instagram, I wasn’t moved, I brushed it off, yet I had a sinking feeling it wouldn’t be well received by the public. It was awkward in execution, odd images of Kendall Jenner abandoning her “model” duties and joining a protest. After having attended two protests this year: The Women’s March in following the inauguration and Not My President’s Day March in February. This commercial didn’t necessarily poke fun at protests – it trivialized the protesting experience. It lumped protests into the next “cool” thing young people are doing or engaged with. Similar to the “Cash me outside, How bout’ Dat?” teen or the incessant iterations on the Internet of Salt Bae. Yeah, nope. The Twitterverse was not having any of it. Everyone and their, mom, aunt, dad and grandpa had to something to say about it. Martin Luther King Jr.’s youngest daughter, Bernice King, posted: “If only Daddy would have known the power of #Pepsi” with a picture of cops strong-arming Martin Luther King Jr. in the 60s.
Pepsi is such a well-known global brand and being asked to be a Pepsi ambassador is mecca for any celebrity: A sign that you’ve made it. Recognition is absolute. Your star power is blinding! If you look at Kendall Jenner’s Instagram post just days before the controversy unfolded, there’s a picture of her idol, Cindy Crawford in a 1992 Pepsi ad.
Kendall and her clan (momager, Kris included) were so clouded by the prestige Pepsi invokes – that they forgot the messaging behind this partnership. It was an afterthought. No one said, “Hey! maybe this is ad’s message is a little insensitive to people’s causes” As an adoring public, fans, spectators on the sidelines, we want our favorite models, actors, and sport stars to reach the pinnacle of success with all the advertising, movie, fashion deals out there – but one misstep and the crucifixion begins. Kendall Jenner has removed all traces of her ad on her social media accounts and Pepsi has apologized and lamented their insensitivity. But we as a the public must not go on the attack and instead educate companies, and clueless celebrities about history and what protests mean and can achieve for the misrepresented and people without a voice. Not once did I see or hear anyone say: “Hey Kendall, come to my town or join my group so you can see what protesting is really like and what the impetus behind this march means.”