Who knew Kendall Jenner, a can of soda and a staged protest would be such a recipe for disaster? Certainly not Pepsi’s creative team, who are responsible forthatspot. While the ad clearly missed the mark, it’s also a cautionary tale of the power of the crowd, and the tendency to revel in outrage.

From politicians to vloggers, digitally captured faux pas have become the fodder of much debate across media. But what makes cringe-worthy moments – which inspire feelings of embarrassment, awkwardness, and even pity – so captivating amid the stream of content fighting for our attention?

People are hardwired to know the difference between right and wrong, and these moral values are powerful motivators. But how do we make these judgements? Canvas8 spoke with Dr. Oliver Scott Curry, director of the Oxford Morals Project, to find out what the moral of the story really is.

#DeleteUber marked a turning point in online activism, with social media users banding together to take the moral high ground against Uber's badly-timed promotion. But did people ditch the app because they genuinely disagreed with the brand’s actions, or so they could post about it on Instagram?