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I don't know what the hell this is. I don't watch Web commercials, and I dearly hope this isn't being run on "real" television. It's a Mountain Dew commercial featuring a bunch of black "gangstas" in a lineup, along with a thug-talking goat. A white woman who has had the hell beaten out of her (because you know that's what black men live to do, beat and rape white women) is trying to identify her attacker (the goat, har fucking har). The goat issues a string of threats in thug talk, including warning her not to "snitch on a playa" and "snitches get stiches." She becomes more and more panicky, and runs screaming from the room without identifying her assailant. The cop just takes a swig from his Dew and says, "She's just gonna do it." WTF?

Here's the link to the actual Green Label page (embedding the YouTube clip)

Who this fucking "Tyler the Creator" is supposed to be, I don't know. Pseudonym of the writer, Justin Tejada? Some ridiculous "cool, hip, down wid it" commercial construct? Damn if I know. There are more videos, but I don't want to watch them.

Apparently "Tyler," if he even exists, is black. That just makes it that much worse.

All I know is this is some racist, misogynistic bullshit.

People are already slamming the commercial on their Facebook page:

but putting irate comments on Facebook is only the start.

Boycott, anyone? Who's got some pull with Color of Change? This needs to get called out.

Mon Apr 29, 2013 at  9:52 PM PT: Yes, it is a real Mountain Dew ad, not a satire. See the comments for links to Bloomberg, Spin and Vibe.

Wed May 01, 2013 at 10:09 PM PT: Mountain Dew says it has pulled the ads. In its response to my bitching on its Facebook account:

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.
Good move on their part (not that my one comment pushed them to make the decision, I'm just quoting their boilerplate response as it was posted to me). Does that settle the ownership issue now?

After watching the video, your take?

76%109 votes
14%21 votes
9%13 votes

| 143 votes | Vote | Results

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Comment Preferences

  •  Did Mountain Dew create this ad? (3+ / 0-)
    Recommended by:
    Emmy, Creosote, rlb

    Are they connected to the creator of the ad?

    "I was a big supporter of waterboarding" - Dick Cheney 2/14/10

    by Bob Love on Mon Apr 29, 2013 at 09:30:36 PM PDT

    •  As far as I know, yes. (0+ / 0-)

      You couldn't present an ad featuring Mountain Dew and its slogan "Do the Dew" without infringing on copyright.

      •  Unless it's satire. (1+ / 0-)
        Recommended by:

        Which all these videos are. Satire is protected by law.

        Until you see a clear link, like the ad being posted on mountain (which it isn't), it's safe to assume Mountain Dew has absolutely nothing to do with this.

        You might also consider that Mountain Dew is owned by Pepsi, which featured black models decades earlier than Coca Cola.

        Did Mountain Dew create this ad? You don't know, period. Don't make claims you can't substantiate.

        "I was a big supporter of waterboarding" - Dick Cheney 2/14/10

        by Bob Love on Mon Apr 29, 2013 at 09:44:16 PM PDT

        [ Parent ]

        •  Let's see. (6+ / 0-)

          The ad is part of a larger ad campaign that has apparently sent Tyler to hang with David Letterman. Internet satirists rarely have the juice to make that kind of hookup. "Dew It" is the new slogan for the stuff. According to Bloomberg, Mountain Dew is trying to reach out to an urban market, using people like Li'l Wayne to urban audiences. Vibe says the Felicia the Goat series is Mountain Dew (and I learned that Tyler the Creator is himself a rapper). And Spin says the commercials are authorized and created by Mountain Dew.

          How's that for some fucking substantiation?

          •  You didn't know any of this (1+ / 0-)
            Recommended by:

            when you wrote the diary, did you?

            "Who this fucking "Tyler the Creator" is supposed to be, I don't know."
            I appreciate your following up with some research, but diarists should learn what they're talking about before they post, not as an afterthought, especially if they're calling for boycotts.

            But I still don't see any proof that Mountain Dew saw, vetted or "released" this ad. It seems like Mountain Dew took a risk getting this edgy black guy Tyler to do ads for them, trying to tap a more urbane clientele, and that his latest effort, an enormous error in judgment on his part, and something he apparently released on his own, is about to bite them on the ass.

            Moreover, Spin does not say, as you claim it does, that

            "the commercials are authorized and created by Mountain Dew".
             It says
            "Tyler, the Creator has shared his third commercial spot for Mountain Dew".
             As you can see, it confirms that the ad was created by Tyler, not Mountain Dew, and it does not say Mountain Dew saw the 3rd ad, approved it or was even aware Tyler had released it. Mountain Dew is certainly responsible for its role in this, and should be held accountable in whatever way people see fit, but it's a leap of imagination, whether it turns out to be true or not, to assume that the ad was reviewed and cleared by Mountain Dew when the evidence only indicates Tyler created and released it himself.

            Also, your links refer to the connection between the company and Tyler's other Mountain Dew ads, which you admit you haven't seen and know nothing about. For all you know, those first two ads may be perfectly inoffensive, and both you and Mountain Dew may be fine with them.

            To answer your question

            "How's that for some fucking substantiation?"
            your "substantiation" is (to be gentle) deficient, referring not to factual evidence but to a couple of infotainment/ shop-talk websites that don't even confirm what you're claiming.

            To be clear, the ad is a piece of racist crap, but it's possible that it's both a huge fuckup on Mountain Dew's part and not a creation of theirs or an expression of their intent.

            Again, thanks for backtracking to try to shore up your argument, but I take racism seriously enough to make sure I have my facts in order before I start talking boycotts. Let us know when you have more. Until then, I'm done with this.

            "I was a big supporter of waterboarding" - Dick Cheney 2/14/10

            by Bob Love on Tue Apr 30, 2013 at 01:23:45 AM PDT

            [ Parent ]

            •  do you actually think that corporations that hire (1+ / 0-)
              Recommended by:
              Black Max

              people do create advertising don't vet them before releasing them?

              •  In general, of course not. (0+ / 0-)

                I don't recall saying that corporations don't vet ads; they obviously do, which is why this ad is strikingly out of character for a corporation, and why your question is defunct.

                Tyler seems kinda rogue to me. I'm just saying it's possible he released his latest ad without corporate approval. Some people are that full of themselves.

                "I was a big supporter of waterboarding" - Dick Cheney 2/14/10

                by Bob Love on Tue Apr 30, 2013 at 11:03:07 AM PDT

                [ Parent ]

            •  Wow, you take being proven wrong worse (1+ / 0-)
              Recommended by:
              Bob Love

              than I do.

              No, I didn't know that before I posted the diary. I assumed it was a Mountain Dew creation. I was right, but I didn't know that for a fact. So in assuming, I made an ass of you and me.

              I think you're late for your next hair-splitting class.

              •  Wrong, it was a Tyler creation. (0+ / 0-)

                The stuff you quote even says so. Nothing you quote shows that Mountain Dew created, saw, or approved this ad. Nothing.

                I assumed it was a Mountain Dew creation. I was right.
                And when you're talking about branding a corporation racist and boycotting their products, it's not hair-splitting to ask for facts.

                "I was a big supporter of waterboarding" - Dick Cheney 2/14/10

                by Bob Love on Tue Apr 30, 2013 at 11:11:54 AM PDT

                [ Parent ]

      •  Correction: "Dew it," not "Do the Dew" nt (1+ / 0-)
        Recommended by:
    •  Scroll up to the very top of the page. (0+ / 0-)

      You'll find a list - check "About".   Offers a
      bit of an explanation.

  •  WTF? (3+ / 0-)
    Recommended by:
    Black Max, filkertom, Radiowalla

    That commercial is just awful.  Who came up with that?

    "If you can't take their money, eat their food, drink their booze and then vote against them, you have no business being up there."

    by Betty Pinson on Mon Apr 29, 2013 at 09:52:53 PM PDT

  •  Horrid beyond words! (3+ / 0-)
    Recommended by:
    Black Max, Bob Love, filkertom

    There must be a mistake somewhere.  This can't be.

    It's the Supreme Court, stupid!

    by Radiowalla on Mon Apr 29, 2013 at 10:09:40 PM PDT

    •  And yet, it is. (1+ / 0-)
      Recommended by:

      Another thing that bothers me is the willingness of (a small number of) black artists who don't mind going full-bore stereotypical to please the white guys who are cutting the checks. Tyler the Creator is a black rapper who is now making commercials for PepsiCo, and doesn't mind going right over the line if it earns him some Pepsibucks.

      It is horrid beyond words, and I doubt very seriously that Tyler sees it at all. If he does, and he makes these vids anyway, I'm doubly disgusted.

    •  It's hard to imagine a huge company like Pepsico (2+ / 0-)
      Recommended by:
      Radiowalla, Black Max

      allowing something like this to happen. Somebody fucked up, certainly this Tyler guy (unless he just wanted to make a name for himself and go out in flames) and certainly anyone responsible for vetting the ad. Something tells me no one did vet it.

      Most likely Tyler released it without giving them a chance to review or approve it. Companies don't go forward with ads without reviewing them thoroughly and (usually) testing them on focus groups. That suggests to me that Tyler did an end run.

      In any event,Mountain Dew will have a hell of a time undoing the damage. From now on they may as well just focus on the Overt Racist market, or change their name.

      "I was a big supporter of waterboarding" - Dick Cheney 2/14/10

      by Bob Love on Tue Apr 30, 2013 at 01:32:52 AM PDT

      [ Parent ]

      •  Exactly. (1+ / 0-)
        Recommended by:
        Bob Love

        Someone's head is going to roll, big time!

        It's the Supreme Court, stupid!

        by Radiowalla on Tue Apr 30, 2013 at 09:01:16 AM PDT

        [ Parent ]

      •  I'm tempted to retort with cries and whimpers (1+ / 0-)
        Recommended by:
        Bob Love

        of "Sheer speculation! Where are your facts!?!" but I tend to agree with you in where you're going.

        If the ad was indeed released without corporate approval, then heads will indeed roll. If this was approved before release, then I don't know what will happen. For all I know, the "fat white teabaggers" on the board think this is the best ad ever. And a focus group is only as good as the people that compose it. You or I could put together a "focus group" of good old boys (or, more likely, wannabe gangsta street toughs) who would love this ad.

        •  The purpose of focus groups is to find out (0+ / 0-)

          what you don't know about possible public reaction. Why waste the money to slant it?

          But Max, when I speculate I indicate that I'm speculating by using phrases like "most likely", "something tells me" and "most likely".

          You go directly from anger to boycott without getting the necessary facts. The conclusions you jump to may be right, but I'm gonna give it another day before I fall in line.

          "I was a big supporter of waterboarding" - Dick Cheney 2/14/10

          by Bob Love on Tue Apr 30, 2013 at 10:56:44 AM PDT

          [ Parent ]

          •  Ask the GOP about packing focus groups (0+ / 0-)

            with "your people" to get the results you want. "Romney's gunna win by twenny! My focus groups done said do!" It all depends on whose running your marketing campaign, and if they're trying to get honest results or merely skewing the group to get the results they want.

            Honestly, at the end of the day, I don't care if Pepsico vetted this particular ad or not. They signed the contracts with Tyler the Minstrel and turned him loose. They can bear the consequences. And judging solely on the massive lack of response from the company on its Facebook page so far, I don't think they're going to respond.

  •  Your Black World is not impressed. (5+ / 0-)

    Mountain Dew Releases Arguably the Most Racist Commercial in History

    Of course, in the world of Mountain Dew, every single suspect is black.  Not just regular black people, but the kinds of ratchety negroes you might find in the middle of any hip-hop minstrel show:  Gold teeth, “mean mugging,” sun glasses wearing, white-t sportin, hard core n*ggaz ready to “get into some ol gangsta sh*t.”  Apparently, this is the kind of ad you put out if you want to appeal to the black male demographic.

    On the other side of the one-way glass is an innocent, feeble, traumatized white woman, standing next to a detective telling her to “nail this little sucker.” The woman is shaking, wounded and crying in fear over whatever these scary black men have done and might do to her in the future.   Black men are scary and violent, that’s been established.  There is also another white officer, and a black man standing in the back corner.  One side of the glass is mostly criminal, 100% black.  The other side of the glass consists of the “good guys,” nearly all of whom are white.

    Throughout the video, the woman is trying to decide whether to identify the suspect, and is being threatened by the goat who is telling her that you “betta not snitch on a playa.” He also starts out by saying, in a scruffy voice, “You shoulda gave me some more….I’m nasty.” So, I guess that means that the woman was r@ped by the goat, maybe Rick Ross style.

    As the woman is shaking, crying and trying to decide what to do, the goat says, “Snitches get stitches fool.” After that, he says, “Keep ya mouth shut. When I get outta here, I’m gonna do you up (translation: Probably beat and s-xually assault you again).”

    If you can watch and listen to this video without being appalled at the flagrant racism and degradation of women featured throughout it, then maybe you need to move the hell off the Kos and go hang out at The Blaze. They like people like you over there.
  •  crude racism disguised as edgy art (5+ / 0-)

    Is the circle complete yet? We've seen racism disguised as 'just a joke', racism disguised as 'satire', racist self-hatred disguised as economic empowerment. And now racism disguised as edgy art.

  •  My only words upon seeing this commercial... (8+ / 0-)

    What. The. Flying. Fuck. ...did I just watch?

    Seriously, that was just so bloody horrible I literally went into my "Watch History" on YouTube and deleted it. Now, my head hurts from even acknowledging that I watched that.

  •  I don't know what's worse. (4+ / 0-)

    The all-black, minstrel show-like lineup, or the brutalized woman, but they're both bad.

    "Michael Moore, who was filming a movie about corporate welfare called 'Capitalism: A Love Story,' sought and received incentives."

    by Bush Bites on Mon Apr 29, 2013 at 11:51:53 PM PDT

  •  What the fuck did I just see? (3+ / 0-)
    Recommended by:
    Black Max, Bush Bites, Bob Love

    And how can I possibly un-see it?

    Not sure whether to thank you for bringing this to people's attention or curse you for putting it in front of me.

    I was really having a hard time believing this was real until the links.  How a major corporation could possibly believe this shit is appropriate or profitable is beyond me.

    Frankly, the Humane Society and ASPCA should be all over them for dragging the poor innocent goat into this dreck.

    "I don't give them Hell. I just tell the truth about them and they think it's Hell."

    by Notthemayor on Tue Apr 30, 2013 at 12:03:31 AM PDT

  •  Yes, It's Awful (0+ / 0-)

    But it's only fractionally more awful than how black people are depicted in entertainment generally. Which is probably the point of the ad.

    "I'll believe that corporations are people when I see Rick Perry execute one."

    by bink on Tue Apr 30, 2013 at 03:22:05 AM PDT

  •  Cementing their cred with rural white racists. (2+ / 0-)
    Recommended by:
    Yasuragi, Black Max

    'Cuz that's their target market.

  •  You need more options on your poll (2+ / 0-)
    Recommended by:
    adrianrf, Black Max

    O  This is so freakin' demented, not to mention unentertaining, that I have no idea how it got greenlit
    O  I never even got to racist -- it's harrowing to see the portrayal of that woman
    O  I dunno, but this Tyler dude is up there with Jerry Seinfeld and Uwe Boll for talking people out of their perfectly good money to pay for their public therapy/masturbation
    O  Why don't any of these people ever eat humble pie?

    Tom Smith Online
    I want a leader who shoots for the moon. The last time we had one, we got to the moon.

    by filkertom on Tue Apr 30, 2013 at 04:00:02 AM PDT

  •  Wow. Just wow. (1+ / 0-)
    Recommended by:
    Black Max

    I'd usually be the first to say "Hey, it's supposed to be funny just lighten up." but this is waaaaay over the top.

    If the pilot's good, see, I mean if he's reeeally sharp, he can barrel that baby in so low... oh you oughta see it sometime. It's a sight. A big plane like a '52... varrrooom! Its jet exhaust... frying chickens in the barnyard!

    by Major Kong on Tue Apr 30, 2013 at 06:21:08 AM PDT

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