It's been called "arguably the most racist commercial in history" by social commentator Dr. Boyce Watkins and it has just been removed from the airways. Let's just say whoever approved this commercial should be fired. Big time. For anyone who doesn't feel the need to be exposed to the shameless trivialization of violence against women and blatant racism this commercial offers, feel free to skip to my analysis below.
The ad portrays a white woman who is the survivor of a violent attack. All of the suspects are black men except for Felicia, the goat. The survivor is pressured to point to her assailant but she's paralyzed by fear.
As the woman is shaking, crying and trying to decide what to do, the goat says, “Snitches get stitches fool.”
After that, he says, “Keep ya mouth shut. When I get outta here, I’m gonna do you up." (Translation: Probably beat and sexually assault you again.)
Shaking in fear, the woman runs screaming out of the room, worried that testifying is going to get her killed by this demonic negro goat and his thugged-out sidekicks," Watkins explains.
After realizing that the ad was not only offensive to African-Americans, but also to women, and to pretty much everybody else for that matter, executives pulled the ad.
The creator of the ad happens to be black, but that doesn't give Mountain Dew a free pass.
"Even worse is that Mountain Dew probably thinks this ad is acceptable because they got the OK from a black man. In their thorough corporate oversight, Mountain Dew may not have realized that Tyler the Creator is also the man who made a song called 'Tron Cat,' with a verse stating that he would 'r@pe a pregnant b*tch and tell my friends I had a threesome.' As a Business school professor myself, I am stunned that Mountain Dew would allow their brand to be connected to a man who celebrates the sexual assaults of pregnant women."
It's shocking that in 2013, there are still ad executives who believe this kind of misogynistic, racist crap is acceptable. Let's show them that this won't sell.