A few weeks ago Pepsi released a commercial with a global message of unity and peace. A model-wanna-be celebrity - Kendall Jenner - took part in the production. The spot showed that all that is needed to bring peace to the world is... a can of Pepsi. The commercial proves that creating a marketing campaign that is socially engaged is not easy. The 2,5-minutes spot shows a marching crowd of protesters. They carry banners with pacifiers and slogans like "love", "peace", "join the conversation". Meanwhile, Kendall Jenner's professional photo session takes place on the same street. Curious model decides to leave the plan to join the march. She rips off her blond wig, revealing her real hair colour, which some people ironically claim is the most unexpected twist of the plot. Kendall goes through the crowd with a can of Pepsi and gives the protesters high fives. Finally, the march reaches out to a police line. Jenner approaches one of the policemen and offers him a can of Pepsi. The officer hesitates for a moment but takes the drink. Then the crowd starts cheering.
The spot, created by Pepsi's in-house creative agency "Creators League Studio", was immediately and widely criticised. The brand's efforts showed in the spot seem to be just awkward and tasteless, especially in the light of recent protests such as the ones related to the election of Trump or against Police brutality. The scene where Jenner approaches a policeman refers to the protests against the war in Vietnam where activists handed flowers to policemen. For some people, the scene also reminds the last year photo taken during a protest against police brutality in Baton Rouge, when a young black woman stood in front of armed police officers.
The woman stood with preternatural calm facing off against two heavily-armored state policemen who rushed awkwardly to arrest her.
If only she had brought a can of Pepsi with her...
Pepsi, however, claims that there's nothing inappropriate in their spot. This is a global advertising that shows people from different backgrounds joining in the spirit of harmony. We think this is an important message - the company writes in its statement.
In the end, Pepsi brought all the people together because all of them started mocking the ad. Critical feedback came from just about everywhere, including celebrities, ad agencies and publications ranging from Esquire to the Federalis.
But the most perfect takedown came from Bernice King, the daughter of Martin Luther King Jr.:
According to Benjamin Blank, CEO and chief creative officer at Uproxx Media Group, Pepsi probably had data that probably said 75% of millennials consider themselves activists, or whatever that data piece was, so we are going to embrace the idea of activism. They wanted to follow that trend. But why they hired Kendal Jenner for the ad? Kendall Jenner - a voice of protesters, really? Her family for sure knows how regular people are feeling, doesn't it? Moreover, the protest in the commercial looks so untrue for me. The people seems to have no idea what they're protesting. They are just having fun, dancing, singing and carrying all those slogans, of course all in light blue Pepsi colour. They are passing other people having lunch who don't even look at the protesters, because protesting is so normal in this dystopian reality. They just keep drinking Pepsi. So the protesters do, because they have coolers full of ice and Pepsi products. You can't just protest without being catered anymore, can you?
Additionally, the crowd is so extremely diverse, there is an Asian cellist in a beanie, a girl photographer wearing a Hijab, black street dancers, a chav and even trannies. Pepsi probably though that they needed at least one of every single type of person in this world so they wouldn't piss anyone off and at the same time nobody would feel excluded. I am just wondering why all policemen are white...
In my opinion, Pepsi chose the most cynical way trying to co-opt very real thing, which is people protesting for their rights and grievances on the streets. They tried to capitalised on a growing problem in America. The commercial was made by corporate slavers in an effort to extort more money for their sugar water.
- Have you seen the commercial or heard about it before?
- What do you think about the commercial?
- Do you think that people who critised the commercial are just making a meal out of it?
- Do you thing that there are any rules that ads should not break?
- Have you ever felt offended by a commercial or an outdoor ad? Or at least have you though that an ad was so bad and tasteless that it should not have been released?
sources:
- https://thefederalist.com/2017/04/04/pepsi-new-kendall-jenner-ad-is-everything-wrong-with-millennials/
- http://www.esquire.com/entertainment/a54311/pepsi-kendall-jenner-coca-cola
- http://adage.com/article/cmo-strategy/pepsi-pulling-widely-mocked-kendall-jenner-ad/308575/
- http://www.bbc.com/news/business-39511906
I've already heard about this advertisement and I think people are taking everything seriously and looking for subtext. It's just advertising and the more people talking about it - the more pepsi makes money. For me the worst ad are with
ReplyDeletemeat products like "
Sausage straight from pig slaughter". Seriously?
Does this slogan encourage people to eat pigs' meat?
This is awful and this should be the reason for criticism and not kendall jenner with can of peps :)
1. Have you seen the commercial or heard about it before?
ReplyDelete– I heard about it due to the critizism it took, but I've not seen it.
2. What do you think about the commercial?
– I don't like promoting people such as Jenner. Well, she is famous only becouse of her family. Is this making her a celebrity?
3. Do you think that people who critised the commercial are just making a meal out of it?
– No. I think it has missed her purpose. It should just pepsi commercial, but they tried to make a huge moral video of it.
4. Do you thing that there are any rules that ads should not break?
– No. If the advertisment will be wrong and inappropriate people will show their dissatisfaction by not buying the product.
5. Have you ever felt offended by a commercial or an outdoor ad? Or at least have you though that an ad was so bad and tasteless that it should not have been released?
– I have, but I can't think of example right now. So many tasteless ads exist that is not hard to pop into one.
"Well, she is famous only becouse of her family. Is this making her a celebrity? "
DeleteIn fact, it can make her a celebrity, but definitely not a real star!
ReplyDeleteI have never seen this advertisment. I think that is very interesiting idea. you need to have the distance to each other. I don't understand people who provoke with advertisment. Pepsi risked with this kind of advertisment. But I think that comercial advertisment can be very popular. In general I don't like Pepsi. Cocacola is better.
But don't you think it's hypocrisy of Pepsi? It's brand is one of the biggest symbol of consumerism and I think protesting is not about consumerism at all, at least it shouldn't be.
DeleteThank you for this article, because I haven't not heard before about this ad. Generally, think that, I am a not recipient for commercial advertisement. I not watch tv and I have blocking scripts for internet adv. My life is more clean as I have less spam in my brain. I not never felt offended by a commercial or an outdoor ad.
ReplyDeleteI think that Pepsi CO deliberately maked this type of video. In the moment people says not good about this video, but says. Oscar Viled said: " doesn't matter what people say about you, as long as they're talking about you.". I completyl agree with this quotation.
Pepsi can`t afford such a not to medial fuckup. This company have a big marketing team in many country. This is a very big corporation.
We should not speak about this video, because we make more Pespi fame.
I think that adv in our live not have any rules. Many public department can monitoring this marketplace (in Poland: Krajowa Rada Radiofonii i Telewizji), but this not work good.
I kinda understand you, even if people are now angry are Pepsi and claim they won't buy their product anymore, after a couple of weeks they will forget about the commercial and their anger. They will drink Pepsi as before...
DeleteHave you seen the commercial or heard about it before?
ReplyDeleteYes, I heard about this Pepsi commercial before.
What do you think about the commercial?
I do not understand, that exist people which hate that so much. For me is a just
ad, another ad from big international company. Pepsi must do this, becuause of
market oponents, i.e. Coca-Cola. I think it is part o sales strategy and I do
take this personally.
Do you think that people who critised the commercial are just making a meal out of it?
I do not know. They strange in my opinion. Of cource, I think they have some rights.
I am not good person to criticise worldwide movements because I do not know what is
going on here, in Poland. I am overwhelmed about political stuff.
Do you thing that there are any rules that ads should not break?
We live in free world. It is very discussing topic, what is more I am not sure if good answer is existing.
What is right in some part of world, in another is bad, so... I depends on culture mostly, I think.
Have you ever felt offended by a commercial or an outdoor ad? Or at least have you though that an ad was so bad and tasteless that it should not have been released?
It is funny question, but no. I have never feel as you described. I suppose that most of us feel bad and tasteless because of some ads.
I like to spend time with my friend. I heard thousand times that they feel akward becauese of some advertisement. Wait a moment! I have some one! Radio ads! They are awfull! I can not hear this kind ads, especially about intimate things.
So you think that companies can put in their commercial whatever they want? What about brutality or racist slogans?
DeleteThis is misunderstanding, it is not what I wanted to say. Sometimes it is kind of artistic point of view but brutality and racist slogans can not be used in commercial, definititely not
DeleteFirst of all I want to agree with your opinion. Only what I want to add for to your opinion which I agree with is that this kind of advertisment is pathetic. It moves society problems, and turn it into joke.
ReplyDeleteHave you seen the commercial or heard about it before? No I have never heard about it before.
What do you think about the commercial? I think that it is unsavory and it should have never be shown.
Do you think that people who critised the commercial are just making a meal out of it?
No I don't think that way, it should be criticised.
Do you thing that there are any rules that ads should not break?
Yes, it could be some ethic rules, because some subjects should never have been used in advertisment.
Have you ever felt offended by a commercial or an outdoor ad? Or at least have you though that an ad was so bad and tasteless that it should not have been released?
Yes it was some kind of commercial, but to be honest with you I'm not sure what directly was it. Only what I remember is that the photo from war was taken and made into some kind of hard party. It was so tasteless and I felt very offended. Monika D
Thanks for your comment. Maybe it's good that you don't remember commercial that offended you, but on the other hand, if you people easily forget abut such commercials, then companies can just ignore people's anger?
Delete1. Have you seen the commercial or heard about it before?
ReplyDeleteI have not seen and heard unfortunately.
2. What do you think about the commercial?
I am not a big fun of such commercials especially with people who did not do anything special.
3. Do you think that people who critised the commercial are just making a meal out of it?
It should be just commercial promoting Pepi but they made moral video of it.
4. Do you thing that there are any rules that ads should not break?
I think that when advertisement is inappropriate people will show their dissatisfaction by not buying the product.
5. Have you ever felt offended by a commercial or an outdoor ad? Or at least have you though that an ad was so bad and tasteless that it should not have been released?
No I didn't so I cannot present good example.
Have you seen the commercial or heard about it before?
ReplyDeleteNo I haven't.
What do you think about the commercial?
Nothing special, looks like many others. Someone is showing how cool it is to drink that specific drink and people around are all cheering confirming that it's cool in fact.
Do you think that people who critised the commercial are just making a meal out of it?
Some people just take things too serious.. or maybe they're trying to make money out of it.
Do you thing that there are any rules that ads should not break?
Commercials are based on breaking rules :) People behind them are eagerly trying to show something new, fresh - to boost their client sales.
Have you ever felt offended by a commercial or an outdoor ad? Or at least have you thoug that an ad was so bad and tasteless that it should not have been released?
I don't pay too much attention to ads. However I think that some radiocommercials, about urinal problems are kind of grose.
1. Yes, I watch h3h3, who commented on this material well.
ReplyDeletehttps://youtu.be/wR1cR3-lauA?t=1m
2. It is wired. Pepsi over divisions? Oh come on. A few days after the ad has been released, it has been removed. It seems to explain everything :)
3. No, but they should do less sensitive advertising
4. Such boundaries are determined by society. Unfortunately they are not written anywhere.
5. I honestly do not remember, but today I wonderfully drank coca cola instead of pepsi :)
Have you seen the commercial or heard about it before?
ReplyDeleteI've never seen that commercial before and I haven't heard about it.
What do you think about the commercial?
Commercial like any other. Not very interesting, predictable and too long.
Do you think that people who critised the commercial are just making a meal out of it?
Yes, it's looks like they are. Moreover, in my opinion, they're advertising this advertisement. I agree with other commentators - it doesn't matter what they're talking about you, what is important that they do talk about you.
Do you thing that there are any rules that ads should not break?
No, I think that advertising agencies shouldn't be bounded by any rules. Why? Because when they do a bad, aggressive ad, they will be punished by criticism and what's more important - lack of another advertisements to make.
Have you ever felt offended by a commercial or an outdoor ad? Or at least have you though that an ad was so bad and tasteless that it should not have been released?
I'm often offended by outdoor ads, not by it's content but by it's number. Warsaw is one, big advertisement - ad here, ad there. Often you can't see buildings behind ads. It's not what it should look like.
I didn’t see the commercial before and to be honest I have mixed feelings about it after watching it. At first – just like you said, I don’t understand why of all people they decided to chose Kendall – it could be as well some random girl and the meaning of the spot would be the same. Secondly, I am not sure if I like my food being connected to political/ideologic issues – it’s just a can of fuzzy drink – why not to make people think about vacation, something positive and refreshing instead of mixing it with the things that the world is struggling with?
ReplyDeleteI can’t say that the creator of the spot didn’t know what they were doing – even if it is a bit controversial, it follows the rule that it’s better to talk badly rather than not talk at all. After all it will always find its fans even if they will protect it just for the sake of being rebelious – like the spot itself suggests to do.
When it comes to rules, I think it all comes down to keeping things tasteful – at least I am sure I don’t want to see bathtubs or tiles being advertised with the photos of half-naked ladies.
1. I haven’t seen it
ReplyDelete2. I don't really like promoting people who are famous only because of their family. I think they are not anyone special
3. I think it should be just commercial promoting Pepsi
4. Not really, if the advertisement will be not appropriate, people will not buy the product
5. No, I’ve never felt offended by a commercial
I haven’t seen commercial. I am not fond of commercials with celebrities.
ReplyDeleteAnyway, I think it is quite important what happens.
Marketing experts explore new ways to make ads an attract people for products.
This is quite new -> build value of product based on political vision, human rights values etc. This is very risky, because sometimes can brings a lot of negative opinion.
But for me important is that marketing can bring in future also quite big influence on our vision of our world, political opinions. But risky is that it can be used in negative ways and promote bad ideas.
1. Have you seen the commercial or heard about it before?
ReplyDeleteNo - I don't watch commercials. And also I didn't heard about it.
2. What do you think about the commercial?
For me the scenario is stupid. You summed it perfectly in your article.
I can't tell you too much about social-feelings, because I'm not touched about problems described by you. People who was touched by it may received it totally different than me.
3. Do you think that people who critised the commercial are just making a meal out of it?
Yes. In example - I didn't heard about this commercial. Due to this "problem" you've wrote this article - now I watched this commercial and in result I would like to drink some Pepsi or Coca Cola :)
4. Do you thing that there are any rules that ads should not break?
Of course. For example commercials should't touch topics like Holocaust etc. There will be many topics like that.
5. Have you ever felt offended by a commercial or an outdoor ad? Or at least have you though that an ad was so bad and tasteless that it should not have been released?
I can't remember any at the moment, but maybe we can say that call center on phone attacks are ads - then yes. They are making phone calls all the time... But I've found great app to block them all, so now I have calm :)
1.Have you seen the commercial or heard about it before?
ReplyDeleteUnfortunately I have not heard and watched this spot about Pepsi yet but I saw the material to witch it refers.
2.What do you think about the commercial?
This commercial is not convincing for me. People who take part in this ad look not truthful.
3.Do you think that people who critised the commercial are just making a meal out of it?
I think these people have their point while criticizing the ad which could offend anyone who took part in any of the events that this commercial relate to.
4.Do you thing that there are any rules that ads should not break?
In my opinion ads should be unbiased. The controversial topics like religion or politics should be not used any spots as they can hurt people’s fillings.
5.Have you ever felt offended by a commercial or an outdoor ad? Or at least have you though that an ad was so bad and tasteless that it should not have been released?
I’m the person who switch the channel when ads start so I haven’t got the chance to be offended by any other commercials so far.
Some advertisements should be censured before they are released.
This comment has been removed by the author.
ReplyDeleteThis comment has been removed by the author.
ReplyDeleteHave you seen the commercial or heard about it before? Yes, I read about in PR portal.
ReplyDeleteWhat do you think about the commercial? I don't know. In my opinion, Pepsi developed an idea based on controversy. My feelings, this ad did not hurt. However, could be picked up in a negative way.
Do you think that people who critised the commercial are just making a meal out of it?
Do you thing that there are any rules that ads should not break? Yes, in my opinion ads shouldn't make fun of sick people. Advertising should also be aesthetically pleasing because it is also displayed during times when it can be viewed by children.
Have you ever felt offended by a commercial or an outdoor ad? Or at least have you though that an ad was so bad and tasteless that it should not have been released?
That's hard question for me. I am designer so, if advert have ugly typography, the composition are bad,and elements don't much each other- I am feeling tasteless. The worst ad I ever see was "Bocian pożyczki" short commercial with brand hero bocian which offer loans, and the claim of this ad was "Potrzebujesz Siana zadzwoń do bociana" That was really horrible.