UPDATE: In less than 24 hours, Pepsi have since pulled the ad, stating: "Pepsi was trying to project a global message of unity, peace and understanding. Clearly we missed the mark, and we apologize. We did not intend to make light of any serious issue. We are removing the content and halting any further rollout. We also apologize for putting Kendall Jenner in this position." 

As soon as the commercial dropped, Pepsi was trending all over social media for their "tone deaf" attempt to reach a young, politically aware demographic. The ad, set to Lions by Skip Marley, features a blonde wigged Kendall in an outdoor fashion shoot set against the backdrop of a protest. It's unclear exactly what the protest is about, but we can confirm that the protestors are all impossibly cool and good looking. Kendall feels compelled to join the movement, breaks free from the constraints of her blonde wig, picks up a Pepsi, walks to the line of menacing looking riot police and hands the refreshing beverage over to resounding cheers from the crowd. Watch the commercial here:

Comparisons are being made to the award-winning photo taken by Jonathan Bachman at a protest against police brutality in Louisiana last year of Ieshia Evans calmly offering her hands for arrest to riot police:

Ieshia Evans photographed by Jonathan Bachman for Reuters

Comments on the internet range from funny to furious, with some calling for Pepsi to sack the people behind the ad:

See why Kendall Jenner’s new ad is making people so mad