There’s No Hate In Mountain Dew Ad, Says Tyler, The Creator

Posted on May 4th, 2013 at 9:12 am


Last week, a Mountain Dew ad created by Odd Future rapper Tyler, the Creator was pulled because of accusations that it pushed racial stereotypes. The ad features an injured white woman trying to identify her attacker among a lineup of all black men and a talking goat. Another issue with the ad was while all the "suspects" in the 60-second spot are black, all the cops portrayed in the ad are white.

The ensuing outrage over the ad was spearheaded by author and social commentary Dr. Boyce Watkins, who said in a blog post that it was "arguably the most racist commercial in history." Mountain Dew, already in a tailspin because of the controversy surrounding Lil Wayne's crude reference to Civil Rights icon Emmett Till in the song "Karate Chop", quickly snatched the ad from circulation.

In an interview about the controversy, Tyler expressed disbelief that anyone thought he was portraying stereotypes in the ad. "I guess people are claiming that it's racist, which ... you know, that wasn't even portrayed in that commercial, there's no type of hate being portrayed in that work of art at all -- which I'm confused by," Tyler told Billboard. "But this older black dude, Dr. Boyce Watkins, I guess he found it racist because I was portraying stereotypes, which is ridiculous because, one, all of those dudes [in the line-up] are my friends."

Since the controversy erupted, Dr. Watkins has backtracked a little on his initial comments. He told Tyler on Twitter, "Studied your music, I have an altered perspective. Still could do without the ad, but I think you were well-intended. #respect." Nevertheless, Dr. Watkins told one of his followers that he doesn't regret telling Mountain Dew to "get rid of that horrible ad."

Reporting by Mara The Hip Hop Socialite

  • One Response

    1. shag11 says:

      Four black guys, and an attacked white woman? Black men certainly commit crimes, yet there are many false accusations. It’s almost a cliche’: When Susan Smith drowned her kids in the car; a black guy. When the guy in Boston killed his pregnant wife in the car, and then shot himself in a non-fatal area; a black. The craziest one for me was the black Santa Monica, Ca. cop, who was married, and dating a white female detective. He goes to her house, allegedly to end the affair, she shoots him, he drives ten miles away to another city, he’s bleeding, and tells the cops that, you got it, a black guy shot him. I had to laugh at that one.

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