What was initiated as an opportunity for the world to step away from their phones – both out of respect for Floyd and in order to take time to become better educated about racism – rapidly turned into what felt like a bit of an opportunistic free-for-all, with brands across the board jumping onto the virtue signalling bandwagon. The whole affair had shades of Kendall Jenner’s ill-fated Pepsi “protest” ad of 2017 and it felt clumsy, a little awkward and – in all honesty – it became difficult to watch.
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