From Coke’s flower power to Kendall Jenner’s Pepsi ad – how ads co-opt protest | Media | The Guardian
▻https://www.theguardian.com/business/2017/apr/05/from-cokes-flower-power-to-kendall-jenners-pepsi-ad-how-ads-co-opt-prot
▻https://www.youtube.com/watch?v=2msbfN81Gm0
▻https://www.youtube.com/watch?v=65l6RTTCJ2U
Wednesday 5 April 2017 19.07 BST
Last modified on Thursday 6 April 2017 07.29 BST
When Nivea ran a recent Facebook ad with the supremacist-friendly tagline “White is purity”, it would have been reasonable to assume that, as far as misguided promotional campaigns go, it had cornered the market. Then Kendall Jenner stepped forward and offered a police officer a can of Pepsi.
Kendall Jenner’s Pepsi ad criticized for co-opting protest movements for profit
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In the two-and-a-half-minute video ad, which the soft drink corporation has now been forced to pull, the most fashionable member of the Kardashian clan is in the middle of a photoshoot when a passing protest march catches her attention. She rips off her blond wig, smudges her lipstick, casts off her couture and strides out into the crowd, surveying the scene, ascertaining, with the careful eye of a young Angela Davis or Gloria Steinem, what needs to be done to advance the cause. (The cause is not clear, as their banners, in the Pepsi colours, consist of painted love hearts, peace signs and the slogan “Join the conversation”. Perhaps they’re fighting for the rights of teenage diaries?)
#publicité #résistance #récupération #coca_cola #pepsi_cola #multinationales #corporation
