NEW YORK — PepsiCo is once again learning the risks of celebrity partnerships after an ad for Mountain Dew was criticized for portraying racial stereotypes and making light of violence toward women.
The soda and snack food company said it immediately pulled the 60-second spot after learning that people found it was offensive. The ad was part of a series developed by African-American rapper Tyler, The Creator, and depicted a battered white woman on crutches being urged to identify a suspect out of a lineup of Black men.
A goat character known as Felicia is included in the lineup and makes threatening comments to the woman, such as “Ya better not snitch on a playa” and “Keep ya mouth shut.”
The woman eventually screams “I can’t do this, no no no!” and runs away. The word “do” is in apparent reference to the soft drink’s “Dew It” slogan.
Here is the full series of Mountain Dew Ads that were pulled by Pepsi: