Two weeks ago, social media lit up in a fever dream of outrage. This time, because a corporation hijacked the imagery and aesthetics of resistance movements as part of a daft strategy to sell soft drink to millennials. Most disturbingly, Pepsi’s ad appropriated the imagery of the Black Lives Matter movement, ultimately trivialising police brutality. However I suspect that there’s another hidden, murkier reason that this ad got the left into such a tizzy: because it draws attention to our own always-already co-opted, neutered gestures of resistance.