--- description: Stephen Colbert joked that Kendall Jenner's controversial Pepsi advertisement celebrates 'Attractive Lives Matter.' title: Stephen Colbert Slams Kendall Jenner's Controversial Pepsi Ad image: https://static.time.com/v3/assets/bltea6093859af6183b/blt82e9024cd5fb632c/6988c1ba86f68ed7c36e424d/kendall-jenner-pepsi-ad-attractive-lives-matter.jpg?branch=production&width=3840&quality=75&auto=webp&crop=16:9 ---  * [Newsfeed](/tag/time-section-newsfeed/) ## Newsfeed Update your preferences in [Account Settings](/account/preferences/) Close # Stephen Colbert: Kendall Jenner’s Pepsi Ad Was Like an ‘Attractive Lives Matter’ March ## Video: This Video Is No Longer Available [Watch (HLS stream): This Video Is No Longer Available](https://cdn.jwplayer.com/manifests/fKodeUO6.m3u8) (0:10)  _Published 2026-06-23. "I'm guessing it's a protest for 'Attractive Lives Matter'"_  by [Cady Lang](/author/cady-lang/)  ## Cady Lang Update your preferences in [Account Settings](/account/preferences/) Close Apr 6, 2017 6:08 PM CUT  by [Cady Lang](/author/cady-lang/)  ## Cady Lang Update your preferences in [Account Settings](/account/preferences/) Close Apr 6, 2017 6:08 PM CUT Pepsi pulled its [controversial commercial](http://time.com/4727282/pepsi-pulls-kendall-jenner-protest-ad/ "undefined") starring [Kendall Jenner](http://time.com/4728373/madonna-pepsi-ad-kendall-jenner/ "undefined") that heavily references resistance culture sparked backlash earlier this week on social media. Many users said that the image of Jenner handing a police officer a can of Pepsi as a means of brokering peace was [a tone deaf appropriation of a now iconic photo of a Black Lives Matter protestor approaching the officers](http://time.com/4726500/pepsi-ad-kendall-jenner/ "undefined"). Stephen Colbert seemed to agree with this evaluation in his opening monologue from Wednesday night on _Late Show_, when he said that the pseudo-protest depicted in the Pepsi ad spot was for “Attractive Lives Matter.” “So far we don’t know what has caused all of America’s hot extras to take to the streets, but I’m guessing it’s a protest for ‘Attractive Lives Matter,'” he said. Colbert also took Pepsi to task for its wishy-washy protest culture theme, citing the vague signs that had phrases like “join the conversation” as “corporate.” “They might as well be holding signs that say, we are all the core demographic,” Colbert joked. The host concluded his thoughts on the commercial with this final thought on Pepsi’s famous slogan, “Live for now.” “Live for now especially if you’re Pepsi’s marketing department,” he said. “I don’t think you guys are gonna be there for long.” Watch the full clip below. ```json [{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://time.com/4728979/stephen-colbert-kendall-jenner-pepsi-attractive-lives-matter/","mainEntityOfPage":{"@type":"WebPage","@id":"https://time.com/4728979/stephen-colbert-kendall-jenner-pepsi-attractive-lives-matter/"},"headline":"Stephen Colbert: Kendall Jenner’s Pepsi Ad Was Like an ‘Attractive Lives Matter’ March","datePublished":"2017-04-06T18:08:41.000Z","dateModified":"2026-06-24T06:56:49.400Z","description":"\"I'm guessing it's a protest for 'Attractive Lives Matter'\"","url":"https://time.com/4728979/stephen-colbert-kendall-jenner-pepsi-attractive-lives-matter/","keywords":["Newsfeed","Late Night","viral","stephen colbert","Pepsi","Late Night Television","Kendall Jenner"],"thumbnailUrl":"https://static.time.com/v3/assets/bltea6093859af6183b/blt82e9024cd5fb632c/6988c1ba86f68ed7c36e424d/kendall-jenner-pepsi-ad-attractive-lives-matter.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","author":[{"@type":"Person","name":"Cady Lang","jobTitle":null,"url":"https://time.com/author/cady-lang/"}],"articleSection":"","image":[{"@type":"ImageObject","url":"https://static.time.com/v3/assets/bltea6093859af6183b/blt82e9024cd5fb632c/6988c1ba86f68ed7c36e424d/kendall-jenner-pepsi-ad-attractive-lives-matter.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","width":1200,"height":675,"headline":"Alexandre Vautier : Backstage - Paris Fashion Week - Haute Couture Spring Summer 2017","caption":"Alexandre Vautier : Backstage - Paris Fashion Week - Haute Couture Spring Summer 2017","creditText":"Richard Bord—Getty Images","representativeOfPage":true}],"publisher":{"@type":"Organization","name":"Time","url":"https://time.com/","logo":{"@type":"ImageObject","url":"https://time.com/images/logo.png","width":528,"height":156},"foundingDate":"March 3, 1923","sameAs":["https://www.facebook.com/time","https://www.instagram.com/time/?hl=en","https://twitter.com/time","https://www.pinterest.com/timemagazine"]}},{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"item":{"@id":"/tag/time-section-newsfeed/","name":"Newsfeed"}},{"@type":"ListItem","position":2,"item":{"@id":"https://time.com/4728979/stephen-colbert-kendall-jenner-pepsi-attractive-lives-matter/","name":"Stephen Colbert: Kendall Jenner’s Pepsi Ad Was Like an ‘Attractive Lives Matter’ March"}}]},{"@context":"https://schema.org","@type":"VideoObject","name":"This Video Is No Longer Available","description":"\"I'm guessing it's a protest for 'Attractive Lives Matter'\"","thumbnailUrl":"https://cdn.jwplayer.com/v2/media/fKodeUO6/poster.jpg?width=720","uploadDate":"2026-06-23T15:00:44.000Z","contentUrl":"https://cdn.jwplayer.com/manifests/fKodeUO6.m3u8","embedUrl":"https://time.com/4728979/stephen-colbert-kendall-jenner-pepsi-attractive-lives-matter/","duration":"PT10S","potentialAction":{"@type":"SeekToAction","target":"https://time.com/4728979/stephen-colbert-kendall-jenner-pepsi-attractive-lives-matter/?jw_start={seek_to_second_number}","startOffset-input":"required name=seek_to_second_number"}}] ```