Kendall Jenner Stars in Pepsi’s New Ad

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The ad was created by Creators League Studio, PepsiCo’s in-house creative agency

The ad features the song “Lions” by Skip Marley in the background.

Pepsi has just released its latest ad, a short film called “Jump In,” and it features Kendall Jenner, one of the youngest in the Kardashian/Jenner family. The 21-year-old supermodel joins the ranks of celebrities, including Michael Jackson, Britney Spears, and Beyoncé, who have also led past brand campaigns, according to Advertising Age.

In the new ad, Jenner is seen on the set of a photo shoot while a protest march is happening outside. Jenner joins the peaceful protesters, grabs a Pepsi, and hands it over to a policeman on guard.

The ad is part of Pepsi’s “Live For Now” campaign, which aims to focus on being in the moment and reflecting the progressive approach to living life in today’s generation, according to the company.

"I am thrilled to join the legendary roster of icons who have represented their generations and worked with Pepsi,” Jenner said in a statement. “To me, Pepsi is more than just a beverage — it registers as a pop culture icon and a lifestyle that shares a voice with the generation of today.”

However, the ad sparked more outrage across social media than inspiration with many critics accusing the company of appropriating racial protests to sell its soda.


Critics have compared a scene of Jenner in the ad to a popular image of Ieshia Evans, a “Black Lives Matter” protester, and police at a protest in Baton Rouge, Louisiana in July 2016.


Related

This isn’t the first time a company has used protest movements in order to relate to a younger demographic — in 1971, Coca-Cola launched its “I'd Like to Teach the World to Sing” campaign, which depicted a similar peaceful demonstration, during the Vietnam War.