Shifting Out Looks

Is just like how it sounds. It is how outlooks and perceptions change over the course of time. I feel a perfect example of this in advertising is the new Pepsi commercial with Kendall Jenner. If this commercial was made about five or six years ago it would be a commentary on the L.A. race riots looked at like we are all in it together like I am sure Pepsi Co wanted to be seen as. Instead this commercial was ripped to pieces. Each little part looked at, the commercial was dissected and every little slight was extracted. That happened because Pepsi Cola either wanted to create buzz through having their video going viral for all the wrong reasons, or they haven't shifted with the out look.

If I was to talk about this personally I would say that Pepsi had it until the last 30 seconds of the commercial. Trivialising how people being abused, making it seem like if only they gave the police a Pepsi people wouldn't be dead. In the last couple of seconds the commercial became totally tone deaf and that is amazing in its own rights. The fact no one in the whole creative team looked at this and said yeah that should be fine.

#video #commercial #Pepsi #KendallJenner