The backlash to Kendall Jenner's Pepsi's 'protest' ad was swift and just

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But here we are.

Pepsi, noting that there has been something of a stirring. There has been the mass uprising of women protesting Donald Trump and what he stands for. There has been the Black Lives Matter protests, essential acts of resistance that have risked lives and livelihood to protest deep and ingrained injustice and brutality. 

The Pepsi ad, accompanied by Skip Marley's song Lions, takes place at a protest. For what, well we couldn't tell you - the diverse and happy crowd (ticked that box, Pepsi) carry vague signs with phrases like "join the conversation" and "love." Watching the protesters dance their way through the streets, protesting, well, something, is a woman wearing a hijab puzzling over photography proofs, a man playing a cello and Kendall Jenner, a member of capitalism's first family.

They should all join and be part of, well, something major and life affirming!

Jenner is playing a model, complete with a platinum blonde wig, and posing for a photographer as the protesters dance on by.

She hears the cry and, suddenly woke, she whips off her wig, wipes off her lipstick (no lipstick in the resistance) and joins in (as does the woman in the hijab and the man playing the cello, natch). The ad finishes with Jenner crossing the divide (still not sure what they're protesting at this stage) and offering a policeman standing nearby a Pepsi.

This is perhaps the most tone-deaf moment of a crushingly tone-deaf ad. As Elle notes, it recalls an iconic image captured during the Black Lives matter of protester Ieshia Evans being arrested in front of a police line during protests at Baton Rouge. 

Swapping Evans for a very rich, white supermodel was, as Jaya Saxena put it, "particularly egregious."

Yup.

The backlash on social media was swift and just.