Is This the Most Offensive Commercial in History?

Via Tara Lemieux
on May 3, 2013
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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,

screen shot 2013-05-01 at 4.47.56 pm

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:

screen shot 2013-05-01 at 4.47.25 pm

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:


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About Tara Lemieux

Tara Lemieux is a mindful wanderer, and faithful stargazer. She is an ardent explorer and lover of finding things previously undiscovered (or, at the very least, mostly not-uncovered.) When she’s not writing, you can find her walking in the woods and sometimes changing the way we look at things, one simple moment at a time. You can contact her at via her website Mindfully Musing or, take one second to "LIKE" her on Facebook at Tara's Facebook Page. Or email her directly at [email protected]. All roads will lead to one home, and rest assured she (and Nudnick, the wonder dog) would LOVE to hear from you.


2 Responses to “Is This the Most Offensive Commercial in History?”

  1. Andy says:

    I agree whole-heartedly with your points. But didn't you just circulate more widely this commercial campaign? Negative attention is still attention; just like the iconoclastic attention-seeking adolescent who likes to create drama in order to monopolize consciousness, Mountain Dew is obviously capitalizing on controversy by creating more product/brand visibility.

  2. Tara Lemieux says:

    Thanks, Andy – yes, you're right…it does circulate more, however, *now* that circulation contains my point, too. I would prefer to think that this creates a much needed discussion, engaging people in this topic and helping them to understand that they also have a voice. I believe very strongly in my points – and the role of media with respect to these topics…and that is, to inform…to engage…and to shine and share our light.