Controversial rap collective Odd Future are known for trying to provoke people with their actions. In their latest drama, Mountain dew has pulled an ad starring and directed by the group due to cries of violence against women and racism.
The one-minute advertisement, which was directed by Tyler, the Creator, is catching heat because it shows a woman who has been assaulted with police officers trying to make an identification on the person who beat her. Out of the possible assailants are five black men and one goat. This is the third time PepsiCo, Mountain Dew’s parent company, has used Tyler, the Creator to direct television ads for them.
The themes considered to be distasteful have been highlighted and criticized by many including author Dr. Boyce Watkins who described the ad “arguably the most racist commercial in history.” After his and others’ criticism, PepsiCo released a statement saying the ad was being pulled from television and online. “We understand how this video could be perceived by some as offensive, and we apologize to those who were offended. We have removed the video from all Mountain Dew channels and have been informed that Tyler is removing it from his channels.”
This goes to show you that some companies like to be close to the “dangerous” rappers, but will abandon ship quickly if their money is in jeopardy. You saw how fast Reebok dropped Rick Ross from the team. Let this be a lesson.
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