Pepsi pulled its controversial ad starring Kendall Jenner Wednesday after mounting backlash and accusations that it trivialized social justice causes, but it was still ripe for the hosts of late-night TV to mercilessly mock.
Stephen Colbert initially went after the look and tone of the ad, which featured a bunch of attractive people protesting something vague in the streets with advertiser-friendly signs.
“Join the conversation? That’s the most corporate message of all time!” Colbert said. “They might as well be holding signs that say, ‘We are all the core demographic.’”
— The Late Show (@colbertlateshow) April 6, 2017
He followed it up with a focus on the assistant who Jenner hands her blond wig off to, who doesn’t appear thrilled at being handed Jenner’s wig.
Trevor Noah, after noting that the Jenner ad calls back to the image of Ieshia Evans before she was arrested at a Black Lives Matter protest in Baton Rouge, Louisiana, said that maybe we weren’t giving Pepsi enough credit for being “woke.” He showed examples of how brands could easily get on the same page and co-opt other historic moments or incorporate social justice movements into their advertising.
Tonight at 11/10c, Pepsi tries to get woke. America says "go back to sleep." pic.twitter.com/5v80wCSF4A
— The Daily Show (@TheDailyShow) April 6, 2017