Pepsi ad starring Kendall Jenner sparks outrage, criticized for appropriating Black Lives Matter movement

Model and Kardashian clan member Kendall Jenner's turn as a Pepsi-wielding protester has some on social media decrying the imagery as appropriation of the Black Lives Matter movement.

The "Live for Now Moments" video released Tuesday has Jenner in a platinum wig on a photo shoot when protesters amble by. She rips off her wig, smears away her lipstick and joins them, eventually handing an officer on the demonstration line a can of Pepsi. He gulps some down, and then grins as Jenner dances off with her new friends.

the new @Pepsi ad evoking imagery of @IeshiaEvans in Baton Rouge is total exploitative brand social activism bs 👋🏼 pic.twitter.com/YzAFtWEzDO

— Sherry (@slchen_) April 4, 2017

Reaction on social media ranged from some saying the imagery was tone deaf, to it evoking a widely circulated photo of Black Lives Matter protester Ieshia Evans last year in Louisiana. Evans was detained when she approached police at a demonstration in Baton Rouge.

kendall: why don't we offer those nice police men a refreshing beverage?
guy in background: pic.twitter.com/gMB7cqlMVP

— Anna Fitzpatrick (@bananafitz) April 5, 2017

In a statement late Tuesday night, Pepsi defended the ad.

"This is a global ad that reflects people from different walks of life coming together in a spirit of harmony, and we think that's an important message to convey," the statement said.