Chemical Brothers Director on Pepsi Ad: “It So Insults Everyone’s Intelligence That It’s Disturbing”

Yesterday, it became apparent that Pepsi’s beleaguered Kendall Jenner ad was quite similar to the Chemical Brothers’ 1999 “Out of Control” video, starring Rosario Dawson. Pepsi has since taken down the ad, calling it an attempt “to project a global message of unity, peace and understanding” in its apology statement. Now, the Chem Bros’ video director, W.I.Z., has commented on the advertisement. In a statement to The FADER, W.I.Z. explained that his visual was inspired by a lyric from the Clash’s “White Man (In Hammersmith Palais)”: “Huh, you think it’s funny turning rebellion into money.”

He continued, “If you were ever in doubt about the carnivorous nature of advertising, then this Pepsi ‘spot’ says it all. It so insults everyone’s intelligence that it’s disturbing, what is this culture that we choose to live in that engenders such naked cynicism, is advertising the pornography of capitalism?” Read the full thing here. Pitchfork reached out to Chemical Brothers, who declined to comment yesterday. Today, they posted a winking #TBT to the video.

#TBT to 1999′s ‘Out Of Control’ feat @BernardSumner & this classic video by W.I.Z. starring @rosariodawson! #Viva https://t.co/UJSd9H5Hu4

— Chemical Brothers (@ChemBros) April 6, 2017

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