A Mountain Dew ad directed by Tyler, The Creator has been pulled amidst criticism that it is “arguably the most racist commercial in history.”
The minute long ad was removed from Odd Future’s YouTube channel and the Mountain Dew website Wednesday.
The three-part commercial features Felicia the Goat, voiced by Tyler (real name Tyler Okonma), who attacks a white waitress after she fails to bring large amounts of Mountain Dew. Felicia eludes the police in the second spot and then, in the third commercial, Felicia is standing in a police lineup with five black men. The battered waitress is intimidated by Felicia and runs out of the police station screaming.
Tyler admitted that he thought the commercial was immature at first, but was surprised when Mountain Dew gave the ad the green light.
“I’m gonna tell them some stupid idea I come up with five minutes before the meeting and they’re gonna think it’s f***in’ retarded,” Tyler told hip-hop journalist Elliott Wilson. “I’m so used to people saying, ‘That’s f***ing retarded and I’m looking at [manager Christian] Clancy like, ‘Yo are they serious’ and they actually liked it.”
But not everyone liked the ad, including Dr. Boyce Watkins, an author and political analyst.
“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,” Watkins wrote. “The holocaust of mass incarceration and the glorification of violent prison culture has taken a tremendous toll on the black community. Corporations are making it cool for black men to murder one another, while gun manufacturers ensure that the streets are flooded with the weapons necessary for us to complete our own genocide.”
Mountain Dew quickly responded to the criticism surrounding the ad.
“We understand how this video could be perceived by some as offensive, and we apologize to those who were offended. We have removed the video from all Mountain Dew channels and have been informed that Tyler is removing it from his channels as well,” the company said in a statement.
You can watch the third Tyler, The Creator Mountain Dew ad below.
Do you think the Mountain Dew ad was racist?t