This Mountain Dew commercial goes beyond anything I've seen in a long time. How many people behind the scenes, saw and allowed this ad to be created, released and aired? It didn't walk out by itself. There were teams of people involved. My friend Elisabeth Parker, just wrote a story about this in AddictingInfo.org, and Daily Kos writer, Black Max, wrote a diary about it a few days ago, listing contact/boycott links to Mountain Dew (owned by Pepsi). I'm shocked in so many ways, and have to wonder what the company was thinking?
Dr. Boyce Watkins, in his Your Black World Article,"Mountain Dew Releases Arguable The Most Racist Commercial In History."says:"Mountain Dew has set a new low for corporate racism. Their decision to lean on well-known racial stereotypes is beyond disgusting. This doesn’t even include the fact that the company has put black men on par with animals."
"Even worse is that Mountain Dew probably thinks this ad is acceptable because they got the OK from a black man. In their thorough corporate oversight, Mountain Dew may not have realized that Tyler the Creator is also the man who made a song called “Tron Cat,” with a verse stating that he would “r@pe a pregnant b*tch and tell my friends I had a threesome.” As a Business school professor myself, I am stunned that Mountain Dew would allow their brand to be connected to a man who celebrates the s-xual assaults of pregnant women."
The woman in the video, shown beaten up (as would be a sexually/physically assaulted victim) is terrorized while being pressured by a large white male (Mountain Dew-drinking) detective, to identify her assailant. It's not funny and it takes 'offensive' to a new level in advertising. After a massive outrage and barrage of messages, Moutain Dew/Pepsi pulled the ad yesterday with this statement:"We apologize for the video and take full responsibility. We have removed it from all Mountain Dew channels and Tyler removed it from his channels as well."It's doubtful that will be enough. Much too much damage has been done.If You're Unable To View The Video, Parker describes It Here:
A security buzzer blasts and the camera pans in on a police line-up with five black male suspects with gang banger-sounding monikers like “L Boy” and “Lil Musty” … and Felicia the Goat. On the other side of the glass, a bulky, middle aged white guy in a cheap suit — possibly a prosecuting attorney — leads in a frail, trembling blonde woman (also white) sporting a neck brace, crutches, and a black eye. Clearly, she’s been roughed up by one of these scary looking black dudes … or the brown goat.
The man points to the suspects with the bottle of Mountain Dew he just happens to be carrying, and commands, “Alright, we’ve got ‘em all lined up. Nail this little sucker. C’mon, which one is he?” The woman grows increasingly agitated, as the goat makes threatening comments in a creepy, scratchy voice that (apparently) only she can hear … like, “It’s me. You should’ve gave me some more … I’m nasty,” and “better not snitch on a playa,” and “snitches get stitches, fool!” The first comment gives the impression that Felicia the Lesbian Goat had possibly sexually assaulted AND beaten the protagonist of this sorry tale.
“Snitches get stiches,” warns Felicia, the ba-a-a-a-a-a-a-a-a-a-d-ass goat. Man, that’s one b-a-a-a-a-a-a-d-ass goat (pun intended). The woman cries, “I can’t do this! I CAN’T DO THIS! No! No! No!” and hobbles out of the room screaming.