People are outraged over this “tone deaf” new Pepsi advertisement starring Kendall Jenner

Pepsi’s new “Live for the Moments” video starring model and reality star Kendall Jenner is facing major backlash on social media, with viewers denouncing the commercial as tone deaf and an appropriation of protests around the Black Lives Matter movement.

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The video begins with “Lions” by Skip Marley playing in the background. Jenner dons a blonde wig with and dark lipstick and models for a mock photoshoot as protestors walk by outside. Eventually, Jenner rips off her wig, wipes off her makeup and joins the protestors in marching for an unidentified cause. The video culminates with Jenner handing a can of Pepsi to a police officer, and the crowd of marchers cheers.

Reaction on social media has been mostly negative so far, despite Jenner’s being the first model since Cindy Crawford to have a Pepsi Global campaign. Many have called the video tone deaf, while others have accused the imagery of inappropriately mimicking a viral photo of Black Lives Matter protestor Leshia Evans, who was detained when she approached police at a demonstration in Baton Rogue, Louisiana. Evans — who did not have a Pepsi at the ready — was arrested, unlike Jenner.

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

— RT PINNED-MOM OF 3 FIGHTING CANCER,LUPUS+RT PINNED (@GuruBluXVIII) April 4, 2017