Well, we can all put away our pitchforks. Pepsi has heard the furious response to their latest commercial, in which Kendall Jenner coopts the resistance, appropriates the Black Lives Matter movement, and uses social justice to sell soda.

The company apologized this morning, and pulled it from YouTube.

From their statement this morning:

“Pepsi was trying to project a global message of unity, peace, and understanding. Clearly we missed the mark and we apologize. We did not intend to make light of any serious issue. We are pulling the content and halting any further rollout. We also apologize for putting Kendall Jenner in this position.”

Jenner has yet to respond to the controversy, but I’m sure the cameras are rolling at the Kardashian compound AS WE SPEAK and a season-long arc is being formulated.