Pepsi has announced it is pulling an advert starring Kendall Jenner at a staged equality march and apologised for “missing the mark”.
Viewers complained that the video undermined the Black Lives Matter movement and said they were “disappointed” in the model for getting involved.
In the short video, Kendall, 21, takes part in a photoshoot when the parade comes past waving banners that read “Join the conversation”.
When a marcher nods at her to join in, she rips off her blonde wig and swaps her fancy dress for a T-shirt and jeans as she joins the crowd.
She then hands a can of the drink to a police officer who smiles as her new friends laugh along.
A spokeswoman for Pepsi said: “Pepsi was trying to project a global message of unity, peace and understanding. Clearly we missed the mark, and we apologise.
“We did not intend to make light of any serious issue. We are removing the content and halting any further roll out. We also apologise for putting Kendall Jenner in this position.”
Viewers on social media said the campaign downplayed the importance of real social movements against police violence.
Kendall Jenner Pepsi ad summarized: The Revolution Will Be Televised as a Beautiful People Rave With Police as Benevolent Security Guards.
— Terry McCarty (@TVMCCA) April 5, 2017
i never knew one can of pepsi could end police brutality wow thank god for kendall jenner
— Will (@ChampagneKony) April 5, 2017
That Pepsi ad with Kendall Jenner is a real mess… so much wrong with it
— ruben (@GoonerColombian) April 5, 2017
@mikepitt22 Their new ad campaign is Kendall Jenner showing up at a BLM protest and handing a police officer a Pepsi and suddenly he's happy. Bad taste.
— Rob Carrier (@RobCarrier_) April 5, 2017
tbh i'm really disappointed with the kendall/pepsi advertisement. these various rights movements are NOT some kind of "cool trend".
— jillian misses bts (@jillianonice) April 5, 2017