Katie LaPotin, Red Alert Politics, May 2, 2013
PepsiCo has finally realized how inappropriate its latest commercial for the soft drink Mountain Dew really is.
The commercial, which depicts a battered white woman picking a suspect out of a lineup consisting of black men and a goat, was seen as offensive to African-Americans and women nationwide. It was created by Tyler Gregory Okonma, the co-founder of the rap group Odd Future, who also goes by the stage name “Tyler, the Creator.”
In one scene, the goat tells the woman,”You shoulda gave me some more, I’m nasty.” In another scene, the cop tells the woman to “nail the little sucker.” The joke in the ad is that the goat is supposed to be the guilty party.
This commercial is “arguably the most racist commercial in history,” according to Dr. Boyce Watkins, the author of the lecture series “Commercialized Hip-Hop, the Gospel of Self-Destruction.”
“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…Apparently, this is the kind of ad you put out if you want to appeal to the black male demographic,” Watkins wrote on his website this week.
PepsiCo has removed the ad from its YouTube page and released a statement apologizing for the offensive video. “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.”
PepsiCo also claims that the commercial was never meant for television.
A spokesman for Okonma also released a statement addressing the offensive video. ”It was never Tylers [sic] intention to offend however offense is personal and valid to anyone who is offended. Out of respect to those that were offended and the ad was taken down.”