Pepsi Kills the Resist Movement

When I was directing the musical “Hair” back in 1996, as part of my research I read several books by Abbie Hoffman and Jerry Rubin.

And in one of the books by Hoffman – I can’t remember which — he mentions that he knew the hippie movement had died when “Hair” opened on Broadway.

Once a “counterculture” movement reaches mainstream popular culture, it’s done, dead, history.

In that respect, Pepsi just killed the Multi-Faceted Millennial Resist Movement.

So, thanks for that, Pepsi Cola!

Pepsi’s two-and-a-half minute modern-day “I’d Like to Teach the World to Sing” is so heavy-handed and schmaltzy, people on both sides of this political schism are lambasting it.

And who can blame them?

The ad is pure fiction.

Does Pepsi really think we’re buying their Disneyesque soft-focus claptrap?

These “protests” we’ve been subjected to for the last four years have been violent, destructive and vicious.

Yet Pepsi wants us to believe they’re nothing but attractive, multi-racial twenty-somethings finding a higher meaning for their lonely, shallow lives.

This spit-and-polish presentation of real-life “protests” that have resulted in tens of millions of dollars in property damage, businesses destroyed — not to mention police and civilian injuries and deaths – insults our intelligence.

Once the popular culture decides to appropriate a fringe movement for financial gain, that’s how a movement dies.

“Hair” killed the hippies.

Now Pepsi just killed the Resist Movement.

And Pepsi may just follow them to the grave.

Americans who are sick of being preached at will drop Pepsi like a hot rock. The same way they stopped going to Starbucks.

And the Resist Movement diehards – who are already acting as if Pepsi committed blasphemy – will no doubt launch a boycott.

Honestly, I don’t know what Pepsi was thinking.

At least Starbucks thought announcing they would hire Muslim refugees would appeal to one side of this divide.

Pepsi just crapped all over both sides of this divide.

Not smart.

Here’s the ad in question.

 
Now, don’t get me wrong.

I think the ad is cinematically well done.

But the problem isn’t the production value. It’s the fact that this ad is such a flagrant lie.

Let’s face it. Not one of those oh-so attractive young people is wearing black from head-to-toe — or covering his or her face with a kerchief or balaclava.

There isn’t a pussy hat anywhere.

And even though they make a point of including a Muslim girl, Pepsi didn’t dress her in a hijab made from an American flag.

In all two minutes and thirty-nine seconds, not one can of pepper spray is seen. No American flags are burned; no storefront is destroyed. And not a single trashcan or immigrant-owned limousine goes up in flames.

If Kendall Jenner walked up to a police officer and showed that level of kindness at a real “protest,” she would have been beaten within an inch of her life and stomped to unconsciousness on the pavement.

Not by the police, but by the angry, black-clad protesters.

I’m not at all surprised that frothing-at-the-mouth “movement” members are livid over this ad.

Because nothing says “your movement just died” quite like having it appropriated by a cola company.

All in all, not Pepsi’s best marketing decision.

Hat tip New York Post

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