Pepsi has released a two-and-a-half minute video advertisement that shows Kendall Jenner skipping out on a photoshoot to join a protest march, where she then gives a police-officer a can of soda as a peace offering.
Some viewers have accused Pepsi of co-opting the Black Lives Matter movement in order to promote the brand.
In the video, a cellist and a hijab-wearing photographer join a protest on the streets for a cause as vague as peace. Most of the other protesters are seen carrying placards bearing signs of peace and phrases like "join the conversation" and "love".
Jenner, who is seen posing for a shoot, decides to ditch her blonde wig and lipstick and join in the march, which has now turned into more of a street party with happy people clapping and giving fist-bumps.
Rolling to Bob Marley's grandson Skip Marley's song Lion, the TV personality then heads to the front lines where surly policemen stand guard. The 21-year-old offers one of them a can of Pepsi, which he takes a sip from and smiles, to loud cheers in the background.
Critics have compared the scene to an iconic moment at the Black Lives Matter (BLM) protest in Baton Rouge in July 2016 when Ieshia Evans was arrested in front of the police line. Jonathan Bachman for Reuters captured the event in a photo he titled Taking A Stand In Baton Rouge.
Evans was arrested for peacefully protesting against the police shootings of Alton Sterling and Philando Castile and supporters of the movement felt that Pepsi's version featuring a white, privileged supermodel was an insult to the BLM uprising.
"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." Pepsi said in a statement, following the backlash.