Pepsi’s Kendall-Jenner-commercial promoting unity and peace backfired and was understood more as a cause-washing gimmick. It offended the audience who said that the ad trivialised the issues of protesters and was exploitive. According to Edward Boches, professor of advertising at Boston University, “The ad shows no awareness of the protesters’ mindset or environment. Feels completely dishonest and contrived. Was clearly done by people who have not attended a protest or spent time on the streets and have no understanding of the pent-up anger.”

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