As it turns out, the revolution might be televised after all.

Food and beverage giant PepsiCo has pulled a controversial TV and Internet advertisement staring Kendall Jenner amid criticisms that the segment amounts to a tasteless trivialization of current social justice issues.

The two-minute ad spot, titled “Live for Now Moments,” features fashion model and TV personality Jenner engaged in a photo shoot to a backdrop of surprisingly well behaved demonstrators who take to the streets with vague protest signs to express their dissent against an unknown social issue. Noticing the commotion, Jenner soon joins the masses before breaking riot lines and handing a police officer a Pepsi to the adulation of the crowd.

The ad, which was produced by PepsiCo’s in-house content creation team, Creators League Studio, drew immediate outrage online, where the segment debuted. Reaction on social media was particularly fierce, with many calling the ad a tone deaf bid to appropriate the Black Lives Matter movement and a distasteful capitalization on the concept of social justice to gain market awareness and achieve relevance with young people. Others commented on the irony of a wealthy white woman being appointed the face of minority struggle. Some also noted that the image of Jenner “confronting” the police appropriated a now-iconic image of a Black Lives Matter protester being arrested in Baton Rouge in August.

A predictably tedious series of memes also quickly materialized, showing everything from Martin Luther King Jr. holding a can of Pepsi at the National Mall, to Chinese tanks rolling up on an anthropomorphized bottle of Pepsi at the Tiananmen Square protests.

PepsiCo in a Weds. a.m. statement said: “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.”

A spokesperson this afternoon revised that statement, however, and said the Purchase, NY-based company now feels it “missed the mark,” and that it “did not intend to make light of any serious issue.” The spokesperson confirmed that PepsiCo is now “removing the content and halting any further rollout.”

Ironically, the same day the ad debuted, activist group Rainforest Action Network had interrupted PepsiCo CEO Indra Nooyi, during a speaking engagement held at the Tate Lecture Series at Southern Methodist University in Dallas.

The San Francisco-based environmental organization, which campaigns for the forests and their inhabitants, dropped a large banner over the auditorium balcony at the event that read, “Indra, No Child Labor For Pepsi Profits,” a reference to PepsiCo’s use of rainforest palm oil in its line of snack foods.

PepsiCo is the second-largest food and beverage business in the world in terms of net revenue.