WIZ prophesied Kendall Jenner's Pepsi ad with Chemical Bros video in 1999

WIZ prophesied Kendall Jenner's Pepsi ad with Chemical Bros video in 1999

The revolution will be advertised. The controversial new ad for Pepsi Cola in which model Kendall Jenner defuses tension at a demonstration by handing a can of Pepsi to a policeman has been widely condemned by civil rights groups, greeted with a hail of derision on social media, and now officially pulled by the fizzy drinks brand (although still available on YouTube as we write this).

 

The fact that it is also eerily similar to the music video for Chemical Brothers' Out Of Control, directed by WIZ in 1999, was pointed out yesterday by journalist Dorian Lynskey.

The Chemical Brothers video - which was featured on the cover of the October 1999 issue of PROMO magazine - features Rosario Dawson and Michael Brown as revolutionaries in a standoff with riot police at a demonstration in a South American state.

At the height of the tension, Dawson breaks from the demo to drink a 'Viva Cola' in front of thirsty riot police. Brown throws a Molotov cocktail that spins to become the end shot of a parody Cola ad.

In the feature on the video in PROMO, WIZ described the video as like a Russian doll, in which the segments of Out Of Control are used to reveal the story's changing contexts, from widescreen thriller to slick commercial and then part of the real world - a riot shot in night vision. 

WIZ told PROMO the idea for the video was inspired by the lines of another song, The Clash's White Man In Hammersmith Palais: 'So you think it's funny turning rebellion into money'.

"It grew into how commercialism and marketing will appropriate anything to sell a product, but the kids are not buying it," he continued. "They are not out of control, it's consumerism."

It appears that WIZ's video for Out Of Control - described by PROMO as 'a political promo for unpolitical times', was not only satire, but prophesy. And in much more political times, kids are still not buying it.

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