(PIX11) – PepsiCo has announced they’ve pulled their new commercial for Mountain Dew after receiving an onslaught of backlash.
The minute-long commercial was a collaboration between the soft drink and rap sensation Tyler The Creator, head of the group Odd Future. It opens on a police line-up of several black men, all dressed in stereotypical “thug” garb, alongside a goat.
A series of shots flash upon the screen of each of the suspects holding a plaque featuring stereotypical rap nickname.
It cuts away to a police observation room, where a bandaged up white woman walks in. She’s asked by a white police officer to identify the person that beat her up.
Critics are calling the clip racist and offensive for a number of reasons. One being the stereotypical presentation of the African American men featured in it, another–the fact that the black men are being compared to a goat, and a third being the juxtaposition of the white victim and law enforcement against the black criminals and neer-do-wells.
The goat proceeds to mutter threatening statements until the woman runs from the room screaming. It’s one of a series featuring an intoxicated goat named Felicia–a character created by Tyler.
Dr. Boyce Watkins, a well-known author and economist, described the spot as “arguably the most racist commercial in history” on his blog.
He goes on to say, “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.”
Pepsi has issued an apology, telling Yahoo! “We apologize for this video and take full responsibility. 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 ad was not scheduled to run on television