Eric Thomas
Senior Partner and Brand Specialist
Pepsi just released one of the most tone-deaf, vapid, reaching commercials I’ve seen in my lifetime. Not just because it’s pathetic, pandering, and preposterous, but because it misses the mark in so many ways I lost count.
In the pantheon of offensive media, this is the holy grail. The Magnum opus. A love letter to disconnectedness. This is the Philosopher's Stone of crap media. They turned gold back into lead. As a millennial, I found myself frustrated. As an African American, I found myself watching mouth agape as Pepsi reduced very real challenges that we experience as a community to ‘a couple of guys in need of a Pepsi.' When it ended, my business partner and I just sat in silence for about 30 seconds trying to piece together what we saw. Then we watched it again to make sure we were not overreacting.
As a storyteller and brand strategist, there are lessons in this. But as human beings, we must fight for more understanding. So to those points, let’s break down where Pepsi went wrong.
The Anatomy of a Train Wreck
Firstly, the Kardashian family are the poster children of modern cultural appropriation. From “boxer braids” or the sudden acceptance of curves and full lips, the Kardashians have made millions off of features that African American and Hispanic people had previous been made to feel ashamed of. To make Kendall Jenner the face of, largely ethnic, protests is yet another slap in the face. A caucasian, blonde, classically beautiful, affluent, kid born into celebrity probably isn’t the person you need to represent struggle and civil unrest.
Senior Partner and Brand Specialist
Pepsi just released one of the most tone-deaf, vapid, reaching commercials I’ve seen in my lifetime. Not just because it’s pathetic, pandering, and preposterous, but because it misses the mark in so many ways I lost count.
In the pantheon of offensive media, this is the holy grail. The Magnum opus. A love letter to disconnectedness. This is the Philosopher's Stone of crap media. They turned gold back into lead. As a millennial, I found myself frustrated. As an African American, I found myself watching mouth agape as Pepsi reduced very real challenges that we experience as a community to ‘a couple of guys in need of a Pepsi.' When it ended, my business partner and I just sat in silence for about 30 seconds trying to piece together what we saw. Then we watched it again to make sure we were not overreacting.
As a storyteller and brand strategist, there are lessons in this. But as human beings, we must fight for more understanding. So to those points, let’s break down where Pepsi went wrong.
The Anatomy of a Train Wreck
Firstly, the Kardashian family are the poster children of modern cultural appropriation. From “boxer braids” or the sudden acceptance of curves and full lips, the Kardashians have made millions off of features that African American and Hispanic people had previous been made to feel ashamed of. To make Kendall Jenner the face of, largely ethnic, protests is yet another slap in the face. A caucasian, blonde, classically beautiful, affluent, kid born into celebrity probably isn’t the person you need to represent struggle and civil unrest.
Here we have Kendell Jenner, just trying to enjoy her photoshoot. She finds herself mildly intrigued, but hardly moved by the hundreds (if not thousands) of protesters fighting for their rights, civil liberties, and in many cases, their rights to live. Unfazed, she continues to be as cute as possible, as not to let this small distraction pull her away from her more important duties.
This is the first, but certainly not the last, haphazardly shoehorned in product shot of Pepsi. Forced into our gaze by yet another unfazed citizen. The crowd of freedom fighters is not enough to stop her from enjoying her fresh, crisp, cold Pepsi. No siree-bob. It’s Pepsi o’clock. Who has time for a revolution?
It was at this moment we realize that no one that contributed to this production has ever been to a protest or felt the tension that hangs in the air when lives are at stake. There are literally people behind these two young ladies, calling for respect and attention. Instead, they get glammed up, grab an onlooker and pose for a beauty shot. "Who needs change when we’ve got eyeliner and hashtags!?"
This is the first, but certainly not the last, haphazardly shoehorned in product shot of Pepsi. Forced into our gaze by yet another unfazed citizen. The crowd of freedom fighters is not enough to stop her from enjoying her fresh, crisp, cold Pepsi. No siree-bob. It’s Pepsi o’clock. Who has time for a revolution?
It was at this moment we realize that no one that contributed to this production has ever been to a protest or felt the tension that hangs in the air when lives are at stake. There are literally people behind these two young ladies, calling for respect and attention. Instead, they get glammed up, grab an onlooker and pose for a beauty shot. "Who needs change when we’ve got eyeliner and hashtags!?"
In a photography studio, we find the only person with an ounce of negative emotion. She’s sufficiently ethnic and driven into a state of rage by not being able to find the perfect inspiration for her photos. Incidentally, she has the same face most of us will after watching this commercial. Foreshadowing? Maybe.
Ah yes, here we go. The only thing that can compel Kendall to join the fight for equal rights and lives. A cute guy. He’s just a little rough around the edges but absolutely cute enough to risk your life over.
Ah yes, here we go. The only thing that can compel Kendall to join the fight for equal rights and lives. A cute guy. He’s just a little rough around the edges but absolutely cute enough to risk your life over.
Beauty shot! The graphics go into high gear and Kendall magically becomes a little more ethnic -- for dramatic effect of course.
After a few more congratulatory head nods and fist bumps from men of various brown hues, she channels the spirit of Ieshia Evans, who heroically risked her life to stand up to the Swat teams bearing down on protesters in Baton Rogue. This is certainly the same sort of thing.
If you are going to market to millennials, remember that you’re going into an open forum. This is not a one-way conversation. This generation is especially brutal when it comes to being patronized or talked down to. The narrative of a young person being compelled into action by the passion of her peers and empathy for the challenges experienced by others could have been amazing. The story of a young girl, lightly encouraged by a cute guy into handing a Pepsi to a police officer as a sign of “peace we can buy.” Not nearly the same thing. You could almost hear the brand managers at Pepsi whispering into the director's ear,
“...show more Pepsi”
Honestly, If we are going to move toward ethical business practices and compassionate marketing then we have to realize taglines, Instagram models, and big spend ad buys are not going to do it. True cultural sensitivity and self-awareness is the only way. That can only be done by diversifying our leadership and giving opportunities to new talent from all across the global and socio-economic ladder. Either that or we’ll just have a Coke instead.
Update:
In a shocking turn of events, Pepsi actually pulled their ad. In another revelation, they released an apology that I'm actually a fan of.
"Pepsi was trying to project a global message of unity, peace and understanding. Clearly we missed the mark, and we apologize. We did not intend to make light of any serious issue. We are removing the content and halting any further rollout. We also apologize for putting Kendall Jenner in this position."
It's very direct, they accept responsibility, and they acknowledge missing the mark. Pepsi even takes the heat off of poor Kendall Jenner who is painted as a casualty of a misguided attempt at "unity through advertising." The swift hand of internet justice strikes again.
If you are going to market to millennials, remember that you’re going into an open forum. This is not a one-way conversation. This generation is especially brutal when it comes to being patronized or talked down to. The narrative of a young person being compelled into action by the passion of her peers and empathy for the challenges experienced by others could have been amazing. The story of a young girl, lightly encouraged by a cute guy into handing a Pepsi to a police officer as a sign of “peace we can buy.” Not nearly the same thing. You could almost hear the brand managers at Pepsi whispering into the director's ear,
“...show more Pepsi”
Honestly, If we are going to move toward ethical business practices and compassionate marketing then we have to realize taglines, Instagram models, and big spend ad buys are not going to do it. True cultural sensitivity and self-awareness is the only way. That can only be done by diversifying our leadership and giving opportunities to new talent from all across the global and socio-economic ladder. Either that or we’ll just have a Coke instead.
Update:
In a shocking turn of events, Pepsi actually pulled their ad. In another revelation, they released an apology that I'm actually a fan of.
"Pepsi was trying to project a global message of unity, peace and understanding. Clearly we missed the mark, and we apologize. We did not intend to make light of any serious issue. We are removing the content and halting any further rollout. We also apologize for putting Kendall Jenner in this position."
It's very direct, they accept responsibility, and they acknowledge missing the mark. Pepsi even takes the heat off of poor Kendall Jenner who is painted as a casualty of a misguided attempt at "unity through advertising." The swift hand of internet justice strikes again.
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