I’m not sure what PepsiCo was thinking when giving full creative control to Tyler, The Creator..but in addition to creating a commercial, “The Creator” created a mess for PepsiCo.
PepsiCo wanted publicity for their Mountain Dew products, but maybe they went about it the wrong way. The ad has been dubbed “arguably the most racist commercial in history” by Dr. Boyce Watkins.
The video features a bruised and battered white woman, identifying her attacker from a lineup of all black men (all members for Odd Future) and Tyler’s character Felicia the Goat. Felicia is the attacker but the goat tries to intimidate the woman (Tyler, The Creator’s voice) by saying “Ya better not snitch on a playa.”
The previous ad in the series shows Felicia the Goat beating the woman.
Odd Future has not released a statement following the “racial” charges or after the ads were pulled by PepsiCo. The Associated Press reported on the story saying PepsiCo “apologized in a statement and said it understood how the ad could be offensive.” The AP elaborated further stating, “Jen Ryan, a spokeswoman for PepsiCo, said the company was alerted on Tuesday by its consumer relations team that some people found the ad offensive. The company immediately decided to take down the spot and was told by Tyler that he would remove it from his YouTube channel as well, she said.”