I'm really surprised to hear that the third installment of Odd Future cherub Tyler the Creator was pulled. Considering these ads are so amazing. Oh yes, in case you didn't know there is a part one and a part two. Amazingly, part one, in which the goat beats up a woman, didn't generate controversy. But the third part, the police line up, did. On Your Black World Dr Boyce Watkins has this to say about it:
Of course, in the world of Mountain Dew, every single suspect is black. Not just regular black people, but the kinds of ratchety negroes you might find in the middle of any hip-hop minstrel show: Gold teeth, “mean mugging,” sun glasses wearing, white-t sportin, hard core n*ggaz ready to “get into some ol gangsta sh*t.” Apparently, this is the kind of ad you put out if you want to appeal to the black male demographic.
I would also like to point out that, if we take racism out of it for a second, the spots are also making a joke out of domestic violence. In what world is this okay? Oh right. In the Odd Future World. I guess Mountain Dew got the controversy it wanted. Jen Ryan, spoksewoman for PepsiCo, said the ad was never intended to air on tv. As if that makes it better. Brands-- next time you're thinking its a good idea to put your creative in the hands of a misogynistic kid who wants to take your money and fuck with you at the same time? Think twice.
They Let My Stupid Ideas Come To Life, Thanks Dew!
— Tyler, The Creator (@fucktyler) March 18, 2013
And just in case you wondered if the woman in part one and three are related:
IDIOTS THE LADY IN THE NEW MOUNTAIN DEW COMMERCIAL IS THE WAITRESS THAT GOT ATTACK RETARD
— Tyler, The Creator (@fucktyler) April 25, 2013