That’s what social commentator Dr. Boyce Watkins says about the clip. American rapper Tyler The Creator is the man behind Mountain Dew’s three part trash-talking ad spots featuring Felicia the Goat. The first one showed the wily goat violently throwing a soda at a waitress while the second spot had her pulled over for a Dew-U-I, but it’s the last one that’s creating so much controversy that forced PepsiCo to issue an apology.
The ad features a battered and bloodied woman, sporting a neck brace and crutches, as she attempts to pick her aggressor from a police lineup. Meanwhile, Felicia threatens her from behind the mirror with zingers like this, “Keep your mouth shut. I’m gonna get outta here and I’m gonna ‘dew’ you up.” Dr. Watkins eloquently describes the offending lineup as follows:
“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.”
One of them is even called Beyonte (OK that part I admit I chuckled at ;) This isn’t the first time Tyler the Creator has come under fire. The 22-year-old has often drawn criticism for being homophobic and misogynistic in his raps. His rep issued a statement to the Hollywood Reporter about the offensive commercial. Check out the clips after his statement.
“It was never Tyler’s intention to offend however, offense is personal and valid to anyone who is offended. Out of respect to those that were offended the ad was taken down,” it said. “For those who know and respect Tyler he is known for pushing boundaries and challenging stereotypes through humor. This is someone who grew up on David Chappelle. This situation is layered with context and is a discussion that Tyler would love to address in the right forum as he does have a point of view.” – Tyler The Creator
What do you think of the three part series? Is the third one the “most racist commercial” in history? Do you enjoy Mountain Dew? Sound off below.