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Tone-Deaf Advertising Controversy

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Piper Niemann
Composition II
10/26/2017
Visual Analysis

Tone-Deaf Advertisement Creates Controversy

On April 4, 2017 Pepsi released a 2 minute and 40 second video advertisement with the goal of projecting a global message of unity, peace, and understanding (Schultz). The name of the video is “Jump In,” but most refer to it as “Pepsi’s Kendall Jenner ad,” because it features the reality TV show star and model, Kendall Jenner. The creators of the advertisement come from Creators League Studio, a part of Pepsi’s content creation, which includes creative director Pete Kasko, director Michael Bernard, and film production by Picture Farm. The video features a variety of artists— photographers, musicians, and dancers— joining a protest where no …show more content…
The day after “Jump In” was released the video was understandably criticized for its confusing message. Media outlets reported on the subject, saying “It's not clear what the smiling, attractive demonstrators are upset about, the only clues being their placards reading "peace" and "love" and "join the conversation," (Smith). It may leave viewers with more questions than answers. It seems like the writers for this advertisements, and others like it, are going by a template that comes in and out of fashion through the decades. A template which says, “Masticate and digest sentiments on the street and then sell them back to the people,” (D'Addario). While instead, selling the sentiment back to the people in a watered down, sweep-it-under-the-rug fashion. They are being criticized by activists who are well-versed in the messages some recent protests have been trying to convey. Activist DeRay McKesson told NBC News correspondent Gabe Gutierrez, "This ad trivializes the urgency of the issues and it diminishes the seriousness and the gravity of why we got into the street in the first place," (Smith). The most obviously out of place part of the ad is when Jenner reaches the remarkably calm front-line of the protest. She spots an officer, walks up to him and hands him the Pepsi, which is as a far cry from the often fractious demonstrations

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