Editor's Note: This story has been updated to include a statement from Pepsi about pulling the ad.
No one is buying what Pepsi is selling in its latest protest-themed commercial starring Kendall Jenner.
In the advert, which dropped on Tuesday, Jenner, a white woman, essentially co-opts a Black and brown movement when mid-way through a photo shoot she spots protestors and feels compelled to join (read: lead) them. Even more problematic, Jenner makes peace with law enforcement, which demonstrators, if not in the commercial then certainly across the country, have been calling out for unchecked racialized violence.
As can be expected, Twitter swiftly responded to the ill-thought-out ad.
— Amanda (@Amanda_Barlow) April 4, 2017
*kendall jenner hands cop a pepsi*
cop: im not racist anymore
— BRANDON WARDELL (@BRANDONWARDELL) April 4, 2017
that pepsi ad made me want to buy a coke.
— quinta b. (@quintabrunson) April 4, 2017
When she thinks the can of Pepsi is going to stop you from pepper spraying the nearest person of color pic.twitter.com/XMDfg8s02G
— Zito (@_Zeets) April 4, 2017
Despite the criticism, Pepsi initially did not back down.
“This is a global ad that reflects people from different walks of life coming together in a spirit of harmony, and we think that’s an important message to convey,” a spokesperson told Entertainment Weekly.
However, the brand later did decide to pull the ad.
“Pepsi was trying to project a global a 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 pulling the content and halting any further rollout. We also apologize for putting Kendall Jenner in this position,” the brand said in a statement.