Kendall Jenner is the new face of Pepsi - and people aren't happy.

Pepsi today debuted their latest ad campaign, which shows the Kardashian family member abandoning her modelling assignment to join a passing protest - then sharing a Pepsi with one of the policemen the protesters are rallying against.

The ad shows a blonde Jenner posing for a photoshoot when she notices a passing protest - its members waving vague, non-threatening signs like 'Join the conversation.'

One handsome musician gives her a knowing nod, and with that, Jenner walks off her modelling job, ripping off her blonde wig and shoving it in the face of the woman running the photoshoot.

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Next Jenner's in the thick of the 'protest', where gay, black, Muslim and transgender people mingle happily as a line of stern policemen look on.

Jenner breaks out of the crowd to approach one cop, an ice-cold Pepsi in her hand.

She passes it to him. He takes a sip. He smiles.

Jenner then rejoins the crowd, where her fellow protesters are now rejoicing because Kendall Jenner just created world peace I guess?

The backlash has been swift and immediate, with some on social media labelling it the worst ad they've ever seen.

There's no doubt about it: This is a very bad ad, and people are pissed that Pepsi seems to suggest the ongoing and very real public outrage over US police brutality could be quelled by everyone enjoying a nice can of fizz.

There's even an extended, two-and-a-half minute version, if you can stomach it: