Lots of controversy brewing this morning over the newest advertisement from PepsiCo, manufacturers of the popular drink Mountain Dew.
The company is facing heavy criticism over what some have dubbed to be “arguably the most racist commercial in history.”
In this particular commercial, a battered woman faces a line-up of potential assailants. Shaken, bruised, and most understandably frightened, she attempts to identify the suspect.
Ah, but one of the ‘suspects’ is Felicia the Goat, the infamous new (and very violent) talking mascot. If you’re not familiar, the battered woman is actually the waitress from a earlier Mountain Dew advertisement spot whereby the woman is beaten up by the angry goat for not serving enough of the delicious florescent green beverage.
In the next commercial of the series, and as the waitress is readying to make her identification, this snarly goat mouths the words,
“Snitches get stitches” and “I’ma get outta here and I’ma do you up.”
The waitress then flees the room in terror, and the suspect is permitted to go free.
Ok, I get that goats are funny. We all love the dancing goats, and the goats as Scottish bagpipes videos that are making their way to the top of the YouTube ‘best of’ pile. But, isn’t this going a little too far?
Many view this advertisement as racist. For me? I’m offended that the company is portraying a victim of violence in a playful light.
According to Syracuse Professor Boyce Watkins,
“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. 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.”
Odd Future ringleader Tyler, the Creator, had a different outlook on things,
Which is always a good way to respond to the harsh criticism of a popular American author, economist, political analyst, and social commenter.
Later that day, The Creator, had this to add to his already rock-solid counterpoint:
Precisely, why are things with us women so difficult? Wouldn’t it be just dandy if the ‘vaginas’ of this world could all simmer down with respect to this topic of assault?
The company, in a scramble to ‘save face’ and stave off any further criticism, had this to say,
“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.”
I’m curious to know though, what others here might think about the video?
And, more specifically, what ‘price’ you’re willing to pay for a 20 ounce bottle of soda?
I would love to know your thoughts on this particular topic.
The Now Infamous Commercial (Full Version):
News Commentary – Backlash on Video: