PepsiCo has taken down an ad for Mountain Dew after the company received viewer complaints saying the spot is racist and misogynistic, the Los Angeles Times reports.
“The minute-long commercial was developed by rapper Tyler, the Creator, who is black,” the story reports. “He and Mountain Dew are removing the video from all their channels, according to a Mountain Dew statement.”
The ad, which the report says features “a battered and terrified white woman trying to pick a suspect out of a lineup of black men,” had been airing online.
The company said: “We apologize for this video and take full responsibility.”
“The footage opens with a lineup of black men — one wearing an eye patch — with names such as Lil Musty and Beyonte, and a goat in a suit named Felicia,” the Times reports. “From behind the glass, a white woman, bruised, on crutches and in a neck brace, is behooved by a white man in a suit carrying a Mountain Dew bottle to ‘nail this little sucker.’ Felicia, meanwhile, is shown threatening the woman with lines such as ‘You better not snitch on a playa,’ and ‘Snitches get stitches, boo.’”
The report adds: “Then, this winner: ‘I’ma get out of here and I’ma do you up.’ Supposedly, it’s a play on the ‘Dew’ in Mountain Dew.”
Writer and social commentator Boyce D. Watkins reportedly wrote after viewing the spot that it is “a new low for corporate racism,” adding: “Their decision to lean on well-known racial stereotypes is beyond disgusting.”