In April 2017, Pepsi released a video commercial featuring the American celebrity Kendall Jenner that rapidly ballooned into a pop culture moment with international import. The infamous commercial begins with a soft rock backing track and a young man playing the cello against an unspecified city skyline. The next scene is a clean-cut, multi-ethnic crowd of marching young people. Smiling and fist-pumping under their fedora hats and headscarves, the students are waving signs with slogans including ‘Join the conversation’ and ‘Peace’. As the music crescendos, the students face off in front of a silent line of police. A smiling Jenner then places a can of Pepsi in the muscled hands of a young male officer dressed in an American-style police uniform. A moment of shock. Silence. Then, inexplicably, the protesters burst forth in cheers and dancing.