The Pepsi Commercial
The new Pepsi commercial is an incredible example of inauthentic messaging. The spot is completely detached from humanity, utterly powerless and for a number of people, down right offensive.
The excessive branding and their lack of voice or real stance on any particular cause made it clear that Pepsi took advantage of a movement to selfishly stay relevant. In their (failed) effort to celebrate unity and diversity—"drink Pepsi" will be the only thing you're left with.
Not surprisingly, the commercial has received a ton of flack, being called tasteless and tone def. Kendall has also received backlash for being the unrelatable, privileged, super model who saves the world with a Pepsi.
Pepsi spent time defending it—saying the spot was meant to be a "progressive approach," but eventually backed down. They pulled the spot and gave this statement: "Pepsi was trying to project a global message of unity, peace and understanding. Clearly we missed the mark, and we apologize."
When advertising is used authentically it is powerful. When an ad is created to benefit a consumer not fulfill a sales objective, it works harder. When brands say something meaningful, people stand behind it. Pepsi did none of these and everyone reacted accordingly.