Mountain Dew Under Heavy Criticism For New Racially Insensitive and Sexist Commercial


I mentioned a couple days ago that the Emmet Till Foundation reignited campaigned to have Mt Dew drop its sponsorship of Lil Wayne. Well, check out the headline I just ran across:

Boyce Watkins: Why Would Mountain Dew Make an Ad Stereotyping Black People

Seems that Mt Dew has entrusted Tyler the Creator to shape their new marketing campaign. The latest commercial features a talking goat and a battered woman. In light of the recent Rick Ross rape lyric controversy and  his Reebok endorsement fiasco I’m curious as to how Mt Dew didn’t see this coming. Here are some excerpts from a Yahoo article about the controversy:

Mountain Dew Under Fire for ‘Most Racist Commercial in History’

Mt Dew ad racist2

Picture a grim police line-up with five young African American men in stereotypical “thug” garb, and a goat. That’s just the opening shot.

PepsiCo has announced it is pulling its new ad for Moutain Dew after a storm of criticism this week. Social commentator Dr. Boyce Watkins wrote on his blog that the spot was “arguably the most racist commercial in history.” He continues, “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.”

…”We apologize for this video and take full responsibility. We have removed the video from all Mountain Dew channels and have been informed that Tyler is removing it from his channels as well.” Jen Ryan, a spokeswoman for PepsiCo told Yahoo! Shine in a statement. The ad was not slated to run on television.

…This isn’t the first time PepsiCo has been at the center of a controversy about racial insensitivity: The Emmet Till Foundation recently campaigned to have the corporation back out of its sponsorship of rapper Lil Wayne for what they said were his offensive lyrics on the song “Karate Chop.” Back in 2002, they dropped Ludacris after being pressured by Bill O’Reilly, who called him a “thug rapper…who espouses violence, intoxication, and degrading conduct toward women.”

Mountain Dew is also being called out for its off-handed depiction of a battered woman. A Twitter user, Danica, tweeted, “that Mountain Dew advert is so racist and offensive to women who have been abused/assaulted how was this even approved in the first place?” Felsull added, “racist+sexist. There are no words. Oh wait, there are words. They’re all expletives.” In 2009, PepsiCo apologized for promoting an app that gave men pick-up lines targeting certain “types” of women…

Read the entire Yahoo article by clicking here.

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One Response to Mountain Dew Under Heavy Criticism For New Racially Insensitive and Sexist Commercial

  1. Pingback: Mountain Dew Drops Lil Wayne Endorsement Deal Over Disrespectful Lyrics | Click here for latest music news (full color articles)

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