Stuck on "Wordle" #578? It follows the Coke playbook, using a vaguely defined, outside-of-history sense of uplift (the protesters Jenner joins have laughably generic signs reading Love and Join the Conversation) thats meant to feel urgent and contemporary. A lot of fans still remember the infamous 2017 Pepsi commercial. In the ad released Tuesday, Jenner is in the middle of a photo shoot when she happens to notice a protest march making its way down the street. The runway show was a tribute to the late Virgil Abloh, the founder and former Creative Director of the label. A headline from Marketing Week three days after the initial release stated: Pepsis ad failure shows the importance of diversity and market research: The backlash over the Kendall Jenner ad shows marketers need an outside perspective, whether from an ad agency or by conducting thorough market research and reaching out to consumers. Twitter users agreed. Here is the video, which Pepsi has pulled from their official Youtube Channel. Evoking the now familiar and disturbing videos from social media showing cops brutalizing BLM protestors, the tension is abruptly ended by the celebrity interceding with only good vibes and a refreshing beverage. While the march advocating for peace is going on, Kendall in shown modeling at a photoshoot. Pepsi Global, via YouTube Pepsi on Wednesday pulled a disastrous advertisement after it was met with widespread ridicule. Black Lives Matter, Comics, Racism. The Jenner ad looks, sounds and feels as if it was brewedin a biogeneticslab using more attractive clones of real people. Many people criticized the ad for its insensitive approach and for what some viewers found to be improper execution of the desired message. I think my team probably would have nipped it in the bud before anything happened, Graham said. Then be sure to hire the most buzzworthy celebrity, regardless of her affiliation to the particular cause we're commenting on. The parody also successfully expands the show's critique of American capitalism and authoritarianism to more than just superheroes. Obviously, Pepsi is trying to promote their product but, why did they decide to market it by using issues that are currently being battled? pic.twitter.com/1NR23KCuwk, "Ayetell Jesse to get a 6-pack of Pepsi and bring it to Selma. Clearly we missed the mark, and we apologize. All Rights Reserved. Police officers are seen standing in a line formation ahead of the march. She Was Making Her Stand: Image of Baton Rouge Protester an Instant Classic., Wright, Ian James. if black lives matter protesters wouldve handed a pepsi to the cops they wouldnt of gotten tear gassed. (12) As PepsiCo transitions under new leadership, it is hard to know how the brand will fare in the competitive future of the food and beverage industry. In April 2017, Jenner teamed up with Pepsi to star in a new advert which played to the song 'Lions' by Skip Marley (the grandson of Bob . Yes, an agency will take longer to make an ad, but a longer trial and error approach typically avoids controversy so its worth it. (3). 1. In this verse the singer is insinuating that this generation is the generation that needs to step up and make a change. By Dayna Evans. The ads were like a skit, super well done, funny and catchy. One sarcastically remarked, i get it now. They are a soda company. Take a look: Video unavailable This video is unavailable Watch on Let's break down what happened. They are known for enhancing their body parts to recreate their image. She was like, I dont ever want to show that footage of me crying. She was trying to not make excuses or be dramatic, but that was what she was going through at the time. (10), Fellow model Ashley Graham offered her insight on the matter on the U.S. talk show Watch What Happens with Andy Cohen in June 2017. In a different context or scenario, Jenner may have proved a fine choice of heroine, but in this particular campaign, according to PR News, she was the wrong choice. The Pepsi commercial shows us that capitalism will steal our lives and then find multiple ways to make a profit of our death. www.wallstreet-online.de/nachricht/9460205-pepsi-debuts-moments-campaign-starring-kendall-jenner, www.marketingweek.com/2017/04/07/pepsi-scandal-prove-lack-diversity-house-work-flawed/, www.theguardian.com/us-news/2016/jul/11/baton-rouge-protester-photo-iesha-evans, www.adweek.com/brand-marketing/pepsis-tone-deaf-kendall-jenner-ad-co-opting-the-resistance-is-getting-clobbered-in-social/, www.pepsico.com/live/pressrelease/pepsi-statement-repepsi-moments-content04052017, www.nbcnews.com/news/nbcblk/pepsi-ad-kendall-jenner-echoes-black-lives-matter-sparks-anger-n742811, time.com/4965293/kendall-jenner-cries-addresses-pepsi-ad-backlash/, www.vogue.co.uk/article/kendall-jenner-responds-to-pepsi-ad, today.yougov.com/topics/food/articles-reports/2018/04/17/one-year-after-jenner-ad-crisis-pepsi-recovers, www.nytimes.com/2018/08/06/business/indra-nooyi-pepsi.html, Pepsi Debuts Moments Campaign Starring Kendall Jenner., Hobbs, Thomas, et al. Look, I own an ad agency so Im sure people will say I have a vested interest here, but what happened at Pepsi clearly shows the dangers of not having an external perspective, he tells Marketing Week. She did her tear-away pants choreography in the commercial that was considered a win for both Pepsi and Spears. You have to patch it together. Across the political spectrum it has been either vilified or mocked. All times are ET. The Kardashian fame rose because of Kim Kardashian which in itself is a controversial topic. The message was also posted on Pepsis twitter page. As the aforementioned press release from Pepsi states: The Jump In Pepsi Moments film takes a more progressive approach to truly reflect todays generation and what living for now looks like. There was never mention of Black Lives Matter or other current movements from PepsiCo. Jess is an LA-based culture critic who covers intimacy in the digital age, from sex and relationship to weed and all media (tv, games, film, the web). but make it subtle pic.twitter.com/uiwxJWuVV2, 100% chance my Pepsi gets mistaken for a gun and I'm dead in that situation, and to think, all rodney king needed to avoid that beating was a pepsi, Coke execs tonight after watching kendalls pepsi ad pic.twitter.com/3u7Ti01bpi, "Now just wait one second officers.I have a Pepsi." I'm boycotting all @Pepsi products until they apologize for this blasphemy. Matthew Mcconaughey and Lincoln. The ad has sparked accusations that Pepsi has appropriated a racial protest movement to sell a global fizzy drinks brand. Your login session has expired. A public outcry rang out after the release of her new commercial advertising her new spirits company 818 Tequila yesterday. Before Kendall joins the march, she removes her wig, bold lipstick and the photoshoot dress. One of the most jarring parts of that collective experience was the sense of an unmendable rip in the fabric of society. The Jenner ad looks, sounds and feels as if it was brewedin a biogeneticslab using more attractive clones of real people , in an idealized city where the discordis over a luxurytax on J. The main issue is PepsiCos decision-making throughout the duration of the crisis and the thoughtlessness during the political climate existing at the time of release. The Boys never backs down from bold satire that spotlights the relationship between capitalism, our obsession with superheroes, and American white supremacy. The case explores the steps taken by Pepsi before and after the major PR crisis that may or may not have damaged the globally-recognized brand forever. "They ain't have no more damn Pepsi at the store!" Specifically, the controversy was for the reported cultural appropriation of Mexican . Please logout and login again. There is no infrastructure to advertisers to be able to quickly produce that content. The Kardashian-Jenner family is known to be very controversial. Kendall Responds To Pepsi Ad Criticism. The advert became a massive subject of criticism as Bernice King, the youngest daughter of Dr. Martin Luther King Jr., posted an image of her father being pushed by police officers. Factset: FactSet Research Systems Inc.2019. A Warner Bros. Spears made her Pepsi debut at what is arguably the best time ever: The Super Bowl. But this isn't the first big-budget ad that should have been left on the cutting-room floor, and it won't be the last. Were proud to be an official Google Partner. Due to crushing condemnation from critics and social media users claiming that the ad was co-opting protest movements such as Black Lives Matter for commercial gain, Pepsi had to pull the advertisement off the air and off the internet less than 48 hours after the initial release. Who knew? We are removing the content and halting any further rollout. The commercial cost the company 2.2 million. A Pepsi commercial featuring Kendall Jenner was released in 2017 which got wound up in a major controversy. Pepsi PR On-Set With Kendall Jenner on February 4, 2017 in Bangkok, Thailand. In any climate, an ad that seems to explicitly reference both black anti-police-violence protesters and Vietnam War protesters, all to sell soft drinks, would be misguided. All rights reserved. And experts say the headline-making. Kendall Jenner was spotted on the runway on Monday night, February 28, where Off-White held a show on the opening night of the Paris Fashion Week. 1926 1270 The advert became a massive subject of criticism as. Why did Pepsi think that a can of their soda would bring world peace? While The Boys' parody of Kendall's tone-deaf Pepsi ad is only a few minutes long, it packs more punch and understanding of its underlying issues than any other attempt. Was the Coke spot more successful because it was aired in a pre-social-media era, without the mockery of Twitter to contend with? When Kendall joins the march she is shown in natural makeup and in the most cliche casual outfit: all denim. Powered by WordPress. ", @BerniceKing We at Pepsi believe in the legacy of Dr. King & meant absolutely no disrespect to him & others who fight for justice. One main issue critics had with PepsiCo and the Jump In spot was the lack of market research so clearly depicted in the final video. The Pepsi logo has a specific shade of blue which is easily notable.The blue colors are sneakily placed in different shots throughout the commercial, specially in the march where there are some people wearing at least one blue item and a guitar case front and center in the shade of blue. What happened in Kendall Jenner's 2017 Pepsi advert? The creative, which will be seen globally across TV and digital, was produced by PepsiCos in-house content creation arm, Creators League Studio. On Monday, Pepsi released a new commercial starring Kendall Jenner, in which the model breaks away from her photoshoot to join a crowd of protesters and induct an era of world peace by handing a . A new, cringeworthy Pepsi ad starring Kendall Jenner is making its rounds across the internet, and Twitter users are tearing it to shreds. And experts say the headline-making spot . 6/6 Why Were People Mad About The Kendall Jenner Pepsi Commercial? Kendall Jenner says she feels terrible for her involvement in the infamous political Pepsi commercial. Most tweets sarcastically and satirically focused on general dislike and uneasiness associated with the themes and cast, but some went as far as to compare real-life protest scenes to scenes depicted in the spot. Perhaps it was the success of that classic commercial that caused Pepsi to take a risk with a protest-themed spot featuring Kendall Jenner. They are seen carrying signs that display 'V' or peace signs, including one that says, "Join the conversation." Capturing the spirit and actions of those people that jump in to every moment and featuring multiple lives, stories and emotional connections that show passion, joy, unbound and uninhibited moments, the YouTube description for the woeful ad reads. Having relevant issues and relatable people presented in the commercial is an effective way in which the advertisers related to their audience. The ad was pulled on Wednesday after being met with widespread condemnation, with critics accusing the. Some took to Twitter, calling out the brand with satire. Who you hire to create and represent makes all the difference. Things were easier for executives when all a major soda brand wanted to do was buy the world a Coke. No sooner had Pepsi launched its shiny and expensive global campaign starring the effervescent Kendall Jenner in a very "woke" and zeitgeisty protest-themed commercial, than it had to pull the ad . In a strange way, Pepsi did just that people from all different walks of life came together to rip the commercial on Twitter. (3). During the ad, Jenner joins the protest and eventually approaches a cop, who is standing guard over the protestors, with a can of Pepsi. "Next time @pepsi do one where Kendall Jenner marches to Montgomery but the cops don't bludgeon her bc she's white & has a refreshing @pepsi," added New Yorker contributing writer Jia Tolentino. Evans was one of the 102 protesters arrested in Baton Rouge in July 2016, along with the prominent activist DeRay Mckesson, who were detained on charges of obstructing the highway. Kendall Responds to Pepsi Ad Criticism., Marzilli, Ted. Pepsi is not the first multinational brand to attempt to use counterculture and protest movements to sell its product. And the nation winced at Pepsi's now-infamous and ill-considered TV commercial featuring Kendall Jenner that tried to appropriate images of protests but mangled the message. Pepsi is experiencing some online backlash today regarding their new commercial, starring Kendall Jenner. By signing up to the Mashable newsletter you agree to receive electronic communications Give him a Pepsi!" Jump In, a short film that depicts these moments and stars Kendall Jenner, captures the spirit and actions of those people that jump into every moment. It showcases elements of the Pepsi disruptive design program that combines icons with expressive typography to capture the moments that ignite action. In the march, there are people of different skin color, gender and age protesting for peace. Thanks for signing up. That message may have been dressed up in the style of its eras protest movement, but at least it was honest. can you believe kendall jenner solved all the black lives matter issues by giving a pepsi to a cop? She offers him a Pepsi and he accepts the drink before cracking a smile. This is a particularly tense and stressful moment during which many casual media consumers have become, to one degree or another, much more careful in parsing and understanding images. The Pepsi commercial shows us that capitalism will steal our lives and then find multiple ways to make a profit of our death. Teach grad students at NYU. Pepsi announced Wednesday that it's pulling its new TV ad depicting reality star Kendall Jenner leaving a modeling shoot to join a protest march after criticism that it was insensitive. High-demand models such as Gigi Hadid, Kendall Jenner, Kaia Gerber, and Bella Hadid led the runway for the Off-White show, called Spaceship Earth: an "Imaginary Experience.". I would never purposely hurt someone ever. Magazines, Digital It drew scathing criticism on social media from Bernice King, the youngest daughter of Dr. Martin Luther King Jr. She posted an image of her father mid-peaceful protest literally being pushed back by a police line and tweeted: "If only Daddy would have known about the power of #Pepsi. The advertisement featured a staged protest full of hired actors, including 21-year-old supermodel Kendall Jenner (Jenner). In a way, Pesi is saying that they understand what their audience is facing and they are establishing compassion. Magazines, Amy Schumer and Seth Rogen sought to unite Americans, Super Bowl ad depicting the construction of a wall, Watch the Super Bowl Ads That Appeared to Take On Trump, Or create a free account to access more articles, Why the Kendall Jenner Pepsi Ad Was Such a Glaring Misstep. Throughout the commercial Pepsi was building up the ethos that they were creating for themselves. Adjacent to a movement but not actually political, the ad set the template for a certain streak of TV advertising thats currently back in vogue: Masticate and digest sentiments on the street and then sell them back to the people. But Jenner decides to join them anyway, beckoned into the throng by a handsome man with a cello. Her life seemed very privileged which does not establish credibility to be the face of a peace protest. MORE Watch the Super Bowl Ads That Appeared to Take On Trump. But you dont know when youre in the moment. This case study examines U.S.-based multinational food and beverage company PepsiCos protest-themed commercial for its carbonated soft drink Pepsi and the consequent decline in millennial purchase consideration and brand perception. Many people believe the final scene of the ad in particular is a direct reference to one of the defining images of the Black Lives Matter movement: a photograph of Ieshia Evans, a 28-year-old nurse being detained in Baton Rouge, Louisiana. Pepsi has been doing quite a bit of damage control since its controversial, protest-themed ad starring Kendall Jenner drew the ire of the Twittersphere. Discovery Company. And instead of it costing $2m, it needs to cost $20,000. According to Marketing Week, Jakeman explained that PepsiCo was fed up with the money, time and structure that goes into working with ad agencies. Keeping Up with Kendall and Pepsi Rhetorical Analysis, Schools should be required to teach a course on mental health to students. 1 English 102 MCCKC Pepsi Ad: Rhetorical Analysis Within Pepsi Advertisement ft. Kendall Jenner Commercial advertisements are used to market products and increase a company's profit through sales, and they are also used to convey strong messages to the audience that touch people's needs, perceptions, and values. Her intent of fitting in also showed how unrelatable she is to the people who dont have a life like hers. Don't miss a beat. This ponderous idealogical shift followed the previous years Super Bowl ad for Bud Light, in which Amy Schumer and Seth Rogen sought to unite Americans, already in a state of division months before the election, behind the Bud Light Party. To consume Bud Light or Bud proper (which rebranded itself as America during summer 2016) was to be a citizen engaged in the nation, even as all youre doing is having a drink. Jenner observes the movement, joins the movement and then finally defuses the tension by offering a police officer a Pepsi. Nairn believes Jakemans comments at Cannes suggests that PepsiCos in-house marketing team may have worked too quickly on the Jenner campaign and failed to properly vet it for controversy. As I'm unable to monitize my channel because of this. As demonstrations sweep the globe in the name of the unarmed black lives lost in police custody, some marchers are using the protests as an opportunity to further roast Kendall Jenner and Pepsi's . During football season in November 2017, the number climbed back to 29% after a limited-edition cinnamon-flavored spicy soda was released. Namely, one of A-Train's cousins warns of one superhero whose over-policing of their neighborhood lead to the murder of an innocent Black man. I'm boycotting all @Pepsi products until they apologize for this blasphemy. No. A quote from Bachman: I was on the side of the road photographing protesters arguing with police. By Gina Vivinetto. They are known for enhancing their body parts to recreate their image. Michelle Yeoh, Jennifer Coolidge, and shoutouts to Rihanna forever. The . Kendall Jenner Cries While Addressing Pepsi Ad Backlash., Newbold, Alice. The Pepsi commercial featuring Kendall Jenner, as Pepsi themselves would later say, missed the mark. Thats to say nothing of the fact that the recent incidents in which protesters have faced down police have been black people without famous names (like Baton Rouge protester Ieshia Evans) taking real risks, not white supermodels dispensing cola. In a statement to CNN, Pepsi 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 import message to convey.". Normally, people say that they are famous for nothing because their profession isnt one that commonly brings people fame; they arent athletes and they dont sing or act. Its no longer enough to sell soda or beer or lumber. The video has been removed from YouTube and in a statement, the company said:. If Pepsi were actually to make a commercial that dealt frankly and in a clear-eyed way with police violence, it would still be weird! He said Evans was arrested shortly after. Here's a list of their brands: https://t.co/9Rf91nLVyX pic.twitter.com/HsvUvj27Bl. The lyrics of the song include: yeah, if ya took all my rights away,hates been winning but the lovers aint done. Although Kendall is not a Kardashian, she is affiliated with them because Kendalls half sisters are Kardashians. "Can you believe Kendall Jenner solved all the Black Lives Matter issues by giving a Pepsi to a cop? A character in a hijab notices the march and heads towards it with a camera. Few others have nailed America's recent backslide into white supremacist fascism quite like The Boys. The spirit of Pepsi living in the now moment is one that I believe in. The ad, titled "Live For Now Moments Anthem," is being accused of capitalizing on. Another successful use of emotional appeal in the commencal is the background music. The Boys also shows how on-screen representation of marginalized people can sometimes be a double-edged sword. Many viewers of the Pepsi ad also compared Jenners Pepsi offering to the famous Tank Man photo. "Pepsi was trying to project a global message of unity,. The commercial begins with the opening of a Pepsi can then, the camera pans back and forth between a march and Kendall Jenner. Just another SB You: Web Publishing for You site. Just four years after her contentious Pepsi commercial, the 25-year-old model is being . Pepsi, Coca-Colas longtime rival, is the latest company to try this strategy. Rumors had spread that the DOJ announcement would be about Binance. Record-breaking protests are breaking out across the country. The effectiveness of the commercial took a downfall because of Kendall Jenners ethos. The soda brand has run into controversy with its recently pulled two-and-a-half-minute ad in which model Kendall. As soon it was posted online, the commercial was widely criticized and mocked online for its tone-deaf attempt to evoke the tense relationship between protest movements in America such as Black Lives Matter and . As of 11:30 p.m. Later, Kendall explained why she filmed the commercial in the first place when she got the offer, she was thrilled to join the list of celebrities who have done Pepsi ads, from Michael Jackson . The ad was quickly accused of appropriating the Black Lives Matter movement and using social justice to sell soda. No matter the occasion, big or small, these are the moments that make us feel alive., Although the negative backlash continues, Pepsi told Adweek in a statement: This is a global ad that reflects people from different walks of life coming together in a spirit of harmony, and we think thats an important message to convey.. She is a Brazilian-Swiss American immigrant with a love for all things weird and magical. We are committed to investing in our people, our company and the communities where we operate to help position the company for long-term, sustainable growth. (1), At PepsiCo, we aim to deliver top-tier financial performance over the long term by integrating sustainability into our business strategy, leaving a positive imprint on society and the environment. If I had carried Pepsi I guess I never would've gotten arrested. All Rights Reserved. (11), These consumer perception scores were measured with YouGov BrandIndexs Buzz Score, which asks respondents: If youve heard anything about the brand in the last two weeks, through advertising, news, or word of mouth, was it positive or negative? (11), Although the perception recovery is something not frequently seen after a PR crisis of this magnitude, long-time Purchase Consideration with millennials a key metric of potential sales revenue stays at an all-time low. While the parody seems simple enough, small changes and the context surrounding A-Train's character arc reveal why The Boys remains one of the sharpest satires of American society on TV right now. If you buy something through links on our site, Mashable may earn an affiliate commission. Overall, Pepsis commercial started off on a successful path because the advertisers did a good job in creating a relationship with their audience through the peace protest that took place however, the ethos established in the commercial created the downfall of its efficiency. The commercial for Pepsi featured Jenner and a background song by Skip Marley, Lions. A recent wave of high-profile ads have used easily-understood, vaguely political messaging to transmit the idea that to buy a given product wont just make you happieritll make you more virtuous. Yes, Wikipedia looks weird. (Pepsi) Jenner reacted to the backlash at the time on her family's hit show . Normally, people say that they are famous for nothing because their profession isnt one that commonly brings people fame; they arent athletes and they dont sing or act. Update: After intense backlash, Pepsi has announced it is pulling Kendall Jenner's controversial protest advertisement. MORE What to Know About the Coke Ad From Mad Mens Finale, And yet whatever its intentions, this ad is a glaring misstep. The already infamous Kendall Jenner Pepsi ad was a blowout of youth and race exploitation gone wrong.The commercial, in which model Jenner plays a model who follows a model-cute musician into a . ""Whoa slow down lemme get this straight" pic.twitter.com/pM1uy66vft, Pepsi Exec: We need to boost sales. A reality tv show host has just been elected president. By entering your email and clicking Sign Up, you're agreeing to let us send you customized marketing messages about us and our advertising partners. This is a BETA experience. The ad features Jenner being drawn away from a modeling . Her life seemed very privileged which does not establish credibility to be the face of a peace protest. You probably remember that, back in April, Kendall Jenner caused controversy by starring in an ill-advised ad for Pepsi. To make matters worse, the commercial is trending on the 49th anniversary of Martin Luther King Jr.s assassination. The company said the ad "features multiple lives, stories and emotional connections that show passion, joy, unbound and uninhibited moments. 20052023 Mashable, Inc., a Ziff Davis company. That's the vision presented in Pepsi's new ad featuring reality TV star Kendall Jenner. Her intent of fitting in also showed how unrelatable she is to the people who dont have a life like hers. Maybe satire is A-Train's real superpower. To accessorize, Kendall Jenner wore black leather boots and matching gloves. The Kardashians also have their own reality t.v show: For people who have no real talent or no real importance to society, why do they think their life is so important that they have to air it to the entire world? PepsiCo Inc. alleged that the advert featured people from diverse cultural backgrounds coming together to promote peaceful coexistence (Watercutter par. Because Kendall comes from this family and is a supermodel she has a very superficial image .The audience certainly did not forget about the Kardashian-Jenner image when they watched Kendall in the Pepsi commercial.What does Kendall know about fighting for her rights? Inc. (PepsiCo) launched a campaign titled Live for Now Moments in April 2017, playing off an existing Live for Now campaign the company created in 2012. Pepsi's a short film echoing the Black Lives Matter movement was met with widespread condemnation following its release. Jenner reaches the remarkably calm front-line of the protest. The main reason I believe that this family receives the attention that they receive is because if how plastic they are, literally. You have reached your limit of free articles. Finally, the brand tells the ad folks: make sure we see the brand every five seconds and that it sparkles. pic.twitter.com/IntFNmCpTr. Besides the visual of the protest, the song is really emphasising the issues in the commercial and the current events. The infamous commercial saw the celebrity relieving the tension of a protest with a soda. The story of Ieshia Evans in Baton Rouge is not a directed ad with a paid cast. April 5, 2017. But its latest parody from Season 3, Episode 4's "Glorious Five Year Plan" set its laser beam sights on a new yet related target: celebrity culture. The company believed that such a message was essential and resonated with the demand for the respect of black lives that ensued following the killings of African-Americans by the police. Kendalls ethos created turbulence in the purpose of the commercial which added to the backlash that it received. Alexander Smith is a senior reporter forNBC News Digital based in London. I'm here because I'm Black.". The spot opens with Jenner posing as a supermodel in a blond wig and silver dress. He encourages his corporate overlords to further exploit him as a smokescreen for progress to distract from its real-world evil. You guys laugh about this Pepsi thing now, but when Dr. Pepper finally solves healthcare you're all gonna feel pretty silly. In the song the verse is a call action. If the Black Lives Matter movement were led by a 21-year-old white supermodel armed with a can of fizzy soda, then maybe everyone would just get along. And I would, obviously, if I knew this was gonna be the outcome, like, I would have never done something like this.
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