Kendall Jenner was one of the only people who did not respond to her Pepsi advert.
The reality TV star remained deafeningly tongue-tied while the
commercial was eviscerated in countless think-pieces, memes, and
parodies and then dropped by the company.
But
the model, who is the second youngest of the Kardashian clan, has now
finally addressed highly controversial ad. Borrowing images from the
Black Lives Matter movement, the “Live For Now Moments Anthem” was
accused of commodifying and trivializing social movements to sell soft
drinks and belittling the experiences of minorities enduring police
brutality back in April.
In a trailer for the 14th season of
Keeping Up with the Kardashians, Jenner can be seen sitting on a bed
discussing the backlash with her sister Kim Kardashian West. She can be
heard saying: “It feels like my life is over”.
Her sister did not mince her words, saying: “You made a mistake”.
This
is not the first time Kardashian West has weighed in the controversy
and previously said: “She totally understood at the end of the day and
she felt really awful for it. She just wants to move on from it.”
The
premise of the commercial was neither complicated nor sophisticated.
Jenner ditches a modelling shoot to join hoards of smiling young
protesters. There, the 21-year-old hands an ice cold can of Pepsi to a
riot officer who is monitoring the march, sparking raucous applause from
the crowd and the policeman to flash a grin.
The moment where
Jenner approaches a line of officers is a clear reference to the iconic
image of a female protester named Ieshia Evans standing stalwartly while
being confronted by heavily armoured riot officers during a Black Lives
Matter protest in Baton Rouge after Alton Sterling was fatally shot by
police last year.
Pepsi was forced to bow to widespread criticism
at the time and remove the video from YouTube. In a statement, they
said: “Pepsi was trying to project a global a message of unity, peace,
and understanding.
“Clearly, we missed the mark, and we apologise.
We did not intend to make light of any serious issue. We are pulling
the content and halting any further rollout. We also apologise for
putting Kendall Jenner in this position.”
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