In 2017, PepsiCo launched an advertisement titled "Live for Now," featuring Kendall Jenner. The ad was part of a broader campaign aimed at millennials, promoting a message of unity and peace. However, the ad was met with significant backlash, leading to its withdrawal shortly after its release. This article explores the production process of the ad and the reasons behind its swift removal.
Behind the Scenes of the Ad's Creation
The "Live for Now" ad was produced by PepsiCo's in-house content
creation team, Creators League Studio. Directed by Michael Bernard, the ad featured the song "Lions" by Skip Marley and starred Kendall Jenner. The commercial was shot in Bangkok, Thailand, with locations including the Omni Tower Sukhumvit Nana and All Seasons Place. The decision to shoot in Thailand was likely due to the lower production costs.
The ad's storyline was developed by a team of six creators, all of whom were reported to be white. This lack of diversity in the creative team was later criticized as a contributing factor to the ad's tone-deafness. Kendall Jenner, who was the face of the campaign, had no involvement in the creative process and was only introduced to the storyline upon receiving the script.
The Immediate Backlash and Withdrawal
Upon its release, the "Live for Now" ad was met with immediate condemnation. Critics accused Pepsi of trivializing social justice movements, particularly the Black Lives Matter movement and protests against police brutality. The scene where Jenner hands a can of Pepsi to a police officer was seen as an oversimplification of complex social issues.
The backlash was swift and widespread, with social media users and media outlets criticizing the ad's insensitivity. In response, Pepsi issued a public apology, stating that their intention was to project a global message of unity, peace, and understanding. The company acknowledged that they had "missed the mark" and decided to pull the ad from further distribution.
Lessons Learned and Industry Impact
The controversy surrounding the "Live for Now" ad served as a lesson for the advertising industry. It highlighted the importance of diversity in creative teams and the need for brands to have a genuine understanding of the social issues they attempt to address. Marketing experts noted that Pepsi's lack of history in promoting social justice causes contributed to the backlash.
For Kendall Jenner, the ad's failure was a significant moment in her career. She faced criticism for her involvement and later expressed regret, stating that she never intended to hurt anyone. The incident underscored the risks associated with celebrity endorsements in socially charged campaigns.
Overall, the "Live for Now" ad became a cautionary tale, illustrating the potential pitfalls of using social justice imagery in advertising without a genuine commitment to the causes involved.
