A new Mountain Dew commercial directed by Tyler, The Creator has been pulled from the airwaves and Internet after accusations of racism. The ad was removed after political analyst Dr. Boyce Watkins labelled the commercial as “arguably the most racist commercial in history”, in a post published by yourblackworld.net.
The ad in question is the final installment of a three-part series built around the Tyler-voiced character Felicia the Goat. In the third commercial the goat finds itself in a police line-up after physically assaulting a waitress in the first ad.
Dr. Watkins points out that, among other racial stereotypes, the entire line-up consists of African American males, including Odd Future member Left Brain. Furthermore, each male is dressed up in stereotypical “ratchety” ghetto garb:
“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 … 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” … 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.
“Even worse is that Mountain Dew probably thinks this ad is acceptable because they got the OK from a black man.”
In response to Dr Watkins post a reader, by the name of Paul Porter, contacted Mountain Dew to have the commercial removed. Mountain Dew adhered to the request and issued a public apology for the commercial, accepting full responsibility:
“We apologize for this video and take full responsibility. We have removed it from all Mountain Dew channels and Tyler is removing it from his channels as well.”
Before the commercial was released, Tyler told hip hop journalist Elliot Wilson that, despite knowing his idea was immature and essentially winging his pitch, Mountain Dew had no problem with the idea when he presented it to them:
“I’m gonna tell them some stupid idea I come up with five minutes before the meeting and they’re gonna think it’s fuckin’ retarded. I’m so used to people saying, ‘That’s fucking retarded. And I’m looking at Clancy like, ‘Yo are they serious’ and they actually LIKED it!”
“Next thing I know I’m at the editing bay putting together the cuts for the commercial I shot with this f—in’ goat and it dawned on me like ‘Finally someone looked past the rape or the devil worshipping or the immaturity which is evident in the commercial.
“They actually gave me a chance and let me be seven years old with their product.”
We’ve included the commercials below so you can make up your own mind. Has Mountain Dew and Tyler, The Creator crossed the line? Let us know what you think…and keep it clean, people.
Tyler, The Creator will tour Australia in June with fellow Odd Future member Earl Sweatshirt.
Watch: Tyler The Creator – Mountain Dew Commercial – Part 1
Watch: Tyler The Creator – Mountain Dew Commercial – Part 2
Watch: Tyler The Creator – Mountain Dew Commercial – Part 3