Pepsi and Kendall Jenner both made a bizarre, horrible decision to commercialize a protest, depicted in a new advertisement for the brand.

Social media and members of the Black Lives Matter movement immediately criticized Pepsi and Jenner for invoking a Black Lives Matter protest and appropriating a movement that highlights the killings of black Americans by police.

In the ad, Kendall Jenner notices a passing rainbow coalition of marchers while she’s while she’s at a damn photoshoot. She tosses her blond wig aside, wipes off her lipstick, and starts walking purposefully through the crowd making a beeline for a uniformed police officer.

Along the way, Jenner passes an ice bucket and reaches in to grab a can of Pepsi. As she hands the can of Pepsi to the uniformed police officer, a photographer wearing a hijab captures the exchange and the world stops for a second. The officer sips and the camera settles on where Jenner’s waist cinches. The crowd erupts and hugs, as if “institutional racism had been magically erased by her Pepsi peace offering.”

Here are some reactions to the #PepsiLivesMatter movement on Twitter:

 

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