Essay damns the advert "the most racist commercial in history"
A Mountain Dew advert featuring Tyler The Creator has been pulled from TV after being accused of using racist imagery to target the black demographic.
The advert centers around Felicia The Goat, but that’s not the issue that people have. An essay written by Dr Boyce Watkins on Your Black World took aim at just about everything, starting with the scene where Felicia is stood in a suspect line with exclusively black suspects. “In the world of Mountain Dew, every single suspect is black,” Watkins wrote. “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.” Watkins goes on to point out that on the police side of the glass window separating the suspects, all the people are white – “the good guys”.
“Mountain Dew has set a new low for corporate racism. Their decision to lean on well-known racial stereotypes is beyond disgusting” Watkins fumed in a lengthy prose. He’s far from the only one who has been stunned by the advert, and MTV have reported that the drinks company have since confirmed they are pulling the clip. "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," a statement said.
Tyler The Creator's Mountain Dew advert has been pulled