Mountain Dew  Drops “…the most racist commercial in history”

For those of you at work or on a device that can’t/won’t let you view the video, let me break it down for you:

In a police station, on one side of the one-way glass a battered white woman, on crutches stands next to a white detective who casually sips a Mountain  Dew while asking her to “nail this little sucker.”  Two other men, one white and one black, presumed to be fellow detectives, are also on their side of the glass.

On the other side of the glass is a line-up of all African-American male suspects. But  not just your average Joe Blow black man, no.  Each male exemplifies every inner city hip-hop/urban/thug stereotype a mama could ever warn her precious babies about, and a goat.

Yes, an actual goat.

The police detective tries to get the woman to point out her assailant “..the one with four legs”, but the woman is paralyzed in fear over whatever these scary black men, and a goat, have done and might yet do to her if she talks.

To further ensure her silence, the goat with the name card of “Felicia”, is portrayed with a deep speaking voice that sounds more like a pimp character from blaxploitation films than one would imagine say – a nanny goat would sound like, as he(?) utters encouragement such as “snitches get stitches, fool”  and “Keep ya mouth shut. When I get outta here, I’m gonna do you up” until the woman hobbles out of the room in tears, screaming.

You just need to watch this hot ass mess to get the full impact, but I’ll go ahead and ask the question already formed in your mind, in some fashion:

WHAT. THE. FUCK?!?!?!

So PepsiCo, tell us again, how did this bullshit come about? Mountain Dew recently released three new ads featuring a crazed goat voiced by rapper Tyler, the Creator, who was also the mastermind behind the commercials. The goat is seen attacking a waitress after she gives him the soda, fleeing a cop after getting caught with a car trunk full of the soda, and then threatening that waitress from behind the window of a criminal lineup Tyler, the Creator  is a founding member of the rap group Odd Future. Never heard of them? Neither had I and I apologize for ruining that particular peace of bliss for you.  It seems shock and offense are the tools of his trade for Odd Future. Tyler, known for his violent lyrics (“You’ll see the meaning of stalking/ when I pop out the dark to find you/ And that new dude that you’re seeing with an attitude/ Then proceed to fuck up your evening”), the rapper is committed to crossing boundaries of taste and decency.  It is members of the group who portray the human suspects in the line up. Odd Future is a group known for trying to provoke people with their actions. And provoke they did.

In just 59 seconds, the total running length of the clip, there is

Misogyny:

The sole female in the commercial is not a cop, not even a thug, but a beaten, abused, and likely sexually assaulted woman.  Because yes, this makes total sense in a soda commercial.

African-American Misandry:

It this Dewiverse it seems all black men are either misogynistic thugs, especially in the hip-hop/rap culture, or the token brother, barely noticeably standing in the background.

Stereotypes:

Black man in the urban/hip-hop/rap culture all wear du-rags, gold front teeth, white t-shirts (generally under an over-sized plaid shirt),  and go around abusing women, especially white women, every chance they get.

Racism.

What? Don’t you know only the ‘good ones’, read a non-threatening black man,  who knows how to stay in his place just outside  of the main spotlight that shines on the others, get to be in the place with the good, read white, guys.    When the detective coaches her with “the one in the du-rag” the camera focuses on one of the human, though by this point we clearly understand the goat is the perpetrator.  They are all are animals and look alike. (Think about it, what side of the glass was the goat on again?)

Yes, now that it has been brought to their attention on several fronts PepsiCo, has pulled the offensive ads from their site and their subsidiaries as well as have Odd Future remove it theirs.  Yet, oddly enough the blame is not spread on the various ad execs who not only signed off on this fuckery from the concept stage and then gave it the green light to be produced and aired. No, the finger is squarely pointed at the black guy, Taylor the Creator, read scape goat – pun fully intended. I mean what’s the problem? If the black guy was okay with it… right? Because clearly not one of those ad makers  were born and raised here in America and were totally clueless as to how such bullshit would be perceived. The ad-makers were very aware of Tyler’s music and decided to exploit that button-pushing. They absolutely knew what they were in for and wanted to to start shit—why? Just to sell soda – period.   PepsiCo deserves to be taken to task for this.

Congratulations Tyler, you not-so-stupid fuck, you’re getting your Dew. I hope they’re aren’t using lube.