Kendall Jenner's new ad for Pepsi has fallen flat. 
 
 After pumping up the excitement for her new role as a Pepsi spokesperson, the model unveiled her debut ad on Tuesday and quickly became the target of backlash, as did the soda company. 
 
 In the ad, Jenner is seen participating in a photo shoot and becomes distracted by a group of protesters. She decides to join them, and toward the end, comes face-to-face with a stoic police officer. She offers him a Pepsi and he accepts the drink before cracking a smile. 
 
 The ad was quickly accused of appropriating the Black Lives Matter movement and using social justice to sell soda. 
 
 The imagery was also thought by some to be far too similar to photos of Ieshia Evans, a protester who was detained by law enforcement while protesting in Baton Rouge following the shooting death of Alton Sterling at the hands of police. 
 
 Kendall Jenner: Can I copy off of you? 
 
 
 
 Iesha Evans: No. 
 
 
 
 Kendall:* Looks over shoulder anyway* 
 
 Damn that. I'm getting this Pepsi money. pic.twitter.com/NUXwCZnM7p — C I L L My Landlord (@GuruBluXVIII) April 4, 2017 
 
 "Pepsi's new ad Kendall Jenner 'ends racism' by handing police men a Pepsi - way to degrade 50 yrs of black/minority struggle," wrote one person on Twitter. 
 
 Lmao Pepsi's new ad Kendall Jenner 'ends racism' by handing police men a Pepsi - way to degrade 50 yrs of black/minority struggle — Hanorah (@HanorahHardy) April 4, 2017 
 
 "Can you believe Kendall Jenner solved all the Black Lives Matter issues by giving a Pepsi to a cop? inspiring," wrote another, sarcastically. 
 
 can you believe kendall jenner solved all the black lives matter issues by giving a pepsi to a cop? inspiring. — Danii G (@gerbatron) April 4, 2017 
 
 "Next time @pepsi do one where Kendall Jenner marches to Montgomery but the cops don't bludgeon her bc she's white & has a refreshing @pepsi," added New Yorker contributing writer Jia Tolentino. 
 
 Community organizer Deray McKesson also commented on the ad, tweeting, "If I had carried Pepsi I guess I never would've gotten arrested. Who knew?" 
 
 If I had carried Pepsi I guess I never would've gotten arrested. Who knew? — deray mckesson (@deray) April 5, 2017 
 
 The ad was part of what Pepsi was calling its "moments" campaign. 
 
 Jenner's ad was called "Jump In," "a short film about the moments when we decide to let go, choose to act, follow our passion and nothing holds us back," according to a company description. 
 
 In a statement to CNN, Pepsi said: "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 import message to convey." 
 
 Jenner has not weighed in on the backlash. 
 
 As of 11:30 p.m. ET, the ad featuring Jenner had been viewed more than 280,000 times. ||||| When Kendall Jenner announced she was going to star in a Pepsi ad, some thought she would take the Cindy Crawford route, starring as a hot and bothered model who quenches her thirst with an icy soda. But this political climate calls for something deeper, and Jenner's ad is an attempt. 
 
 In her clip, she forgoes her modeling duties to join a protest outside her studio and share a Pepsi with the policeman at the demonstration, in an effort to demonstrate unity. The model finds herself among a diverse crowd, along with two supporting characters—a hijabi photographer and a male cellist—in the three-minute-long commercial. Some viewers have already pointed out the ad is questionable, and called out Pepsi for co-opting protests (which we've seen in recent months to fight big, real problems like gender inequality, Islamophobia and systematic racism) for the sake of selling soda. 
 
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 But what it does get right is the music. Skip Marley's "Lions" soundtracks the video. The uplifting power ballad is an anthemic call to arms to take action and make a difference while promoting strength and togetherness. "We are the movement, this generation / You better know who we are, who we are," the chorus rings. 
 
 This commercial is just a jumping-off point for 20-year-old Marley. (And yes, if you couldn't tell by his last name, he's Bob Marley's grandson.) He released "Lions" in February this year, has already collaborated with Katy Perry and plans to release an EP this summer. Before the ad premiered, Marley talked to HarpersBAZAAR.com about writing the song and being inspired by his grandfather's legacy. 
 
 He's glad Pepsi chose his song for this commercial. 
 
 "It's such a good way of spreading a message, a gathering of unity. So the music really goes hand in hand with the message of unity in this commercial. I was happy that I could be a part of the new movement. I was excited." 
 
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 His message in "Lions" is about coming together. 
 
 "The 'Lions' inspiration was unity. I started with a riff on the guitar, and I was playing the riff in the studio. I knew the drums and then the song really fell in hand in hand. We knew it had a power, a message, so it was really natural." 
 
 He believes that uplifting message is all the more necessary at this political moment. 
 
 "We've always needed it, but right now we need it more than ever. Well, it's a constant need of unity and togetherness. So I just added onto that. I'm happy that this generation grabbed onto it." 
 
 The ad focuses on a lot of young people participating in a protest and making their voices heard, which is something Marley relates to. 
 
 "Young people are the future of the world. It's a new generation, a new start. We can do it better. We're growing; as people, we're supposed to grow, we're supposed to learn, and the next generation grows and learns, you know? It's our time now." 
 
 Performing with Katy Perry at the 2017 Grammys. Getty Images 
 
 This probably isn't the first time you've heard from Marley. He was also featured on and co-wrote Katy Perry's comeback hit, "Chained to the Rhythm." 
 
 "One day Max [Martin, the producer] was playing my song 'Lions' in the studio and Katy was there and she overheard it. She was like, 'Who's that? Wait, wait, wait!" And next thing I know, I'm getting a call that Katy Perry wants me on her next single. Just like that. I went into the studio with Max and we were working. It was good. Katy came in too, that was the first time I met her. It was nice. Smooth. And I'm happy that she chose me as she wanted to put that message out there of having a consciousness." 
 
 He's dipped his toes in the pop realm with that Perry collab, but his reggae roots are strong, and so are the other influences in his music too. 
 
 "My music stems from reggae of course, but it's an influence of everything. My music doesn't even have a genre right now, it's more of an expression. All of the influences I get in each song that you hear are little influences of everything—freedom in music, in my music." 
 
 But perhaps the biggest influence is that of his grandfather, Bob Marley. 
 
 "He's the leader. He's the teacher. He's shown me so much. So it's a continuation really of the same message because the world needs it." 
 
 Though he was born 15 years after his grandfather's passing, he still has a powerful memory about his legacy. 
 
 "I'll tell you one memory from 2005, I think, in Ethiopia, in Addis Ababa, for a celebration of my grandfather. That was the most people I had seen at a concert at that time, at such a young age. It was all in celebration of not only my grandfather, but also a continuation. That really showed me the power of the music." 
 
 Skip Marley in 2015; Bob Marley in 1970. Getty Images 
 
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 His musically talented family are huge supporters of his music career, from his mother Cedella Marley, whom he first consulted with writing songs, to his uncle Stephen Marley, who brought him out on stage for the first time. 
 
 "It's like they knew. My Uncle Stephen, he gave me a chance first. He brought me on stage to sing 'One Love.' They've always been there for anything I need, any questions. 
 
 "My first creation of music, my first songs, was with my uncle. It went to my mother first. They're family; they're always there to encourage me—any questions, any worries and experiences. We're dedicated to music. We live music. For me, now, to come in is natural." 
 
 He actually started writing and performing in his teens. 
 
 "I started writing when was probably 15 or 16. I got put on the stage when I was 14 or 13." 
 
 Be on the lookout for a full EP from Marley later this year. 
 
 "Hopefully in the summertime. But I'm probably going to release another single. But the EP is definitely coming out." 
 
 Here's what we can expect from that project: 
 
 "Message. My music is like food: food for the ears, food for the mind. So it's a consciousness and a look on today." ||||| Tweet with a location 
 
 You can add location information to your Tweets, such as your city or precise location, from the web and via third-party applications. You always have the option to delete your Tweet location history. Learn more ||||| Pepsi has a new ad out starring Kendall Jenner…and a hell of a lot of protesters. 
 
 It’s not entirely clear what the people marching in the streets are protesting––the signs mostly say generic things like “Peace,” “Love,” and “Join the Conversation.” 
 
 And towards the end, Jenner even hands a can of Pepsi to a cop. 
 
 As you can imagine, this is going over extremely well on Twitter: 
 
 In fairness to Pepsi, their ad did bring people together. — Josh Barro (@jbarro) April 4, 2017 
 
 When you realize your entire 8 year goal of socially engineering America ends with a Kendall Jenner Pepsi commercial pic.twitter.com/6upt1ITPbb — Stephen Miller (@redsteeze) April 4, 2017 
 
 if only she’d given them a pepsi pic.twitter.com/rVM8jkJrG4 — darkwing duck fan (@vmochama) April 4, 2017 
 
 Pepsi just made the commercial of the year for Coke. — John Fugelsang (@JohnFugelsang) April 4, 2017 
 
 Kendall Jenner gives a Pepsi to a cop and rids the world of -isms. Y’all can go somewhere with this tone-deaf, shallow and over-produced ad. pic.twitter.com/CEr4cAw3Ld — Taryn Finley (@_TARYNitUP) April 4, 2017 
 
 Inside the Pepsi ad pitch meeting: 
 
 “… and then Kendall Jenner solves oppression by handing an attractive policeman a Pepsi…” https://t.co/paXWbtSKPu — Joy Reid (@JoyAnnReid) April 4, 2017 
 
 most important in that Pepsi ad: why would that guy bring a cello to a protest — Dana Schwartz (@DanaSchwartzzz) April 4, 2017 
 
 it’s time to die https://t.co/HPZyPgs3G4 — rainn trillson (@bijanstephen) April 4, 2017 
 
 the Boston Tea Party, but, like, Pepsi cans are throwing Coke cans into Boston Harbor? — Dave Itzkoff (@ditzkoff) April 4, 2017 
 
 I have a dream that one day Pepsi will hire enough black & brown people to make better decisions. — Clint Smith (@ClintSmithIII) April 4, 2017 
 
 Well, at least they got people to join the conversation. 
 
 You can watch the ad above. 
 
 UPDATE –– 4/5, 2:20 pm ET: Pepsi has taken down the ad and apologized. 
 
 [image via screengrab] 
 
 — — 
 
 Follow Josh Feldman on Twitter: @feldmaniac 
 
 Have a tip we should know? tips@mediaite.com ||||| The ad was an attempt to reach out to millennials, but following intense social media criticism, a Pepsi spokesperson said in a press release that it was pulling the ad. 
 
 "Pepsi was trying to project a global message of unity, peace and understanding," the release said. "Clearly we missed the mark, and we apologize. We did not intend to make light of any serious issue. We are removing the content and halting any further rollout." 
 
 People took to Twitter to comment, with comedian Travon Free saying: "The Kendall Jenner Pepsi fiasco is a perfect example of what happens when there's no black people in the room when decisions are being made." It was retweeted more than 4,800 times. 
 
 Another tweeter wrote: "Can't believe Kendall Jenner just solved institutionalized racism and oppression by giving a cop a Pepsi. Groundbreaking." 
 
 The ad has also been compared with the image of Ieshia Evans who was arrested by police at a protest in Baton Rouge, Louisiana, in 2016. Taryn Finley wrote: "Could you be any more blatant with the disrespect and appropriation of a movement, @Pepsi? Is this a sick joke?!" 
 
 A Pepsi spokesperson said in an emailed statement: "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." 
 
 Follow CNBC International on Twitter and Facebook. ||||| In a two-and-a-half-minute spot, Pepsi manages to squeeze in all the things millennials can’t seem to get enough of: protest signs, Kendall Jenner, other hot people, and a bunch of frustrated artists living in enormous apartments. 
 
 To the sound of Skip Marley’s “Lions,” everyone displays their unique, special talents on the streets. Because what’s a protest if not a disturbingly color-coordinated good time? No one seems to be getting a sponsored vibe from the coolers of glistening soda, because they’re just there to start a conversation about … something. They seem to be saying, “Who knew fighting fascists could be so flirty?” 
 
 But the real work hasn’t begun until Jenner rips off her blonde wig, slips into a Canadian tuxedo, and cracks open a Pepsi for a confused looking model, er, cop. What are they fighting for? Who knows. When do they want it? Whatever. 
 
 We could probably go on eviscerating this ad until the end of advertising itself. As you might expect, social media is already serving that vital function. 
 
 For now, it’s a lot more manageable than the alternative, which involves recognizing the unnerving way it co-opts Black Lives Matter imagery, most notably the iconic photo of police in full riot gear arresting peaceful protester Ieshia Evans. 
 
 Protests and their corresponding social movements are born out of real frustration and fears. To deny or belittle that reality is to deny the reality of those who struggle the most—all for a can of soda.
– "Live Bolder. Live Louder. Live for Now" may be the slogan Pepsi wanted everyone to remember from its new ad starring Kendall Jenner, but the phrases actually being bandied about include "shallow," "cringeworthy," and "tone deaf." The nearly three-minute video was posted Monday on Pepsi Global's YouTube channel and shows Jenner playing a bleach-blond model who's drawn into some kind of vague protest in which demonstrators are marching and holding up posters with peace signs and taglines like "Join the Conversation." There's a dramatic shot of Jenner ripping off her blond wig to join the march, a guy inexplicably lugging a cello around, and the triumphant finale of Jenner's character presenting a stone-faced police officer with a Pepsi, getting him to crack a smile. All of which, as Mediaite notes, is spurring a good amount of vitriol online. Much of the backlash centers on the appropriation of Black Lives Matter-style symbols and the minimizing of issues such as oppression by having Jenner "solve" things with a can of Pepsi. It's "a perfect example of what happens when there's no black people in the room when decisions are being made," tweeted comedian Travon Free. Per CNBC, some also note Jenner handing the cop a Pepsi resembles a protest photo of mom Ieshia Evans that went viral last year. The ad gets a bit of praise from Harper's Bazaar: It notes "Lions," the background song by Bob Marley's grandson Skip Marley, is the one "redeeming" part, "an anthemic call to arms to take action and make a difference while promoting strength and togetherness." Pepsi's response, via a statement to CNNMoney: "This is a global ad that reflects people from different walks of life coming together in a spirit of harmony."