Pepsi has pulled a Mountain Dew ad being called history-making for its racism. The ad features a battered woman on crutches, a lineup of “thugs” and a goat with a serious temper and addiction to Mountain Dew.
Dr. Boyce Watkins on the site YourBlackWorld.net called the ad “arguably the most racist commercial in history.”
The ad was part of a three-segment commercial created by Tyler, the Creator, leader of the Odd Future hip-hop group, reported MTV News. In the first commercial, Felicia the Goat attacks a waitress who does not bring the goat enough Mountain Dew. In the second commercial, Felicia gets away from police at a traffic stop. In the third, things get nasty.
Tyler depicts the waitress, battered and on crutches facing a police lineup that includes Felicia the Goat and five black men. The men are dressed in attire that would perpetuate every imaginable stereotype of a “thug.”
During the lineup, the goat intimidates the woman by saying “keep your mouth shut” and “I’m going to get out of here and do you up.” The commercial ends with the waitress screaming and running from the police station.
If you’re wondering how anything this offensive could be put on the air, you’re not alone. Apparently Tyler was allowed to do whatever he wanted with the commercial.
“‘They actually gave me a chance and let me be 7 years old with their product,” Tyler told MTV News.