Mountain Dew Releases Arguably the Most Racist Commercial in History


by Dr. Boyce Watkins

If you’ve never heard of Felicia the Goat, you’ll know about her soon.  Felicia the Goat is the main character in a recent Mountain Dew commercial, created in part by Tyler the Creator.  The video shows Felicia in a line up of criminal suspects, all of whom may be charged with a crime.

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.

On the other side of the one-way glass is an innocent, feeble, trαumatized white woman, standing next to a detective telling her to “nail this little sucker.” The woman is shaking, wounded and crying in fear over whatever these scary black men have done and might do to her in the future.   Black men are frightening and viοlent, that’s well established in the first few seconds of the commercial.  There is also another white officer, and a black man standing in the back corner.  One side of the glass is mostly criminal, 100% black.  The other side of the glass consists of the “good guys,” nearly all of whom are white.

Throughout the video, the woman is trying to decide whether to identify the suspect, and is being threatened by the goat who is telling her that you “betta not snitch on a playa.”  The goat also starts out by saying, in a scruffy voice, “You shoulda gave me some more….I’m nasty.”  So, I guess that means that the woman was s-xually assαulted by the goat, maybe Rick Ross style.

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 beαt and s-xually assαult 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.

Mountain Dew has set a new low for corporate racism.  Their decision to lean on well-known racial stereotypes is beyond disgusting.  This doesn’t even include the fact that the company has put black men on par with animals.   The holocaust of mass incarceration and the glorification of viοlent prison culture has taken a tremendous toll on the black community.  Corporations are making it cool for black men to murder one another, while gun manufacturers ensure that the streets are flooded with the weapons necessary for us to complete our own genοcide.

The family of Emmett Till is seeking to boycott the company due to Lil Wayne’s decision to not apologize for a song (Karate Chop) in which he compares Emmett Till’s face to a woman’s v@gina after he’s had sex with her (Mountain Dew is sponsoring Lil Wayne’s tour).   It appears that Mountain Dew is right on board with the degradation and disrespect of the entire African American community being pursued by the very worst in hip-hop.  This ad has to be one of the most irresponsible pieces of trash in the history of corporate advertising.

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 s-xual assαults of pregnant women.

Maybe the executives at Mountain Dew who gave the green light to this ad should speak to the family of Quinten Moss.  Moss, a 24-year old father of three, was gunned down in cold bloοd in his home town of Louisville, Ky.    The police barely investigated the murder and there are no suspects.  Part of the reason that police can’t find evidence in these crimes is because there are people in the community who remind law-abiding citizens that “snitches get stitches” and bullet holes in the head.  The “stop snitching” concept may make good entertainment for white America, but it leads to countless deaths and unsolved homicides among those who are most impacted by various forms of urban terrorism.

As Quinten’s three children grow up without a father, I’d love for the Mountain Dew executives to see how these kids’ lives have been irreparably altered by the “stop snitching” culture that the company seems to think is so funny.  I would like for them to speak with the parents of Hadiya Pendleton, the 15-year old honor student who was murdered near President Obama’s house.  After that, they can speak with the family of the three-year old boy that my daughter’s best friend used to babysit before a bullet pierced his brain and killed him.  All of these crimes were the product of some misguided young men who’d spent their lives being bombarded by media images that train black men to behave like animals.

Perhaps after seeing the real impact created through the glorification of violence and thuggery, Mountain Dew will then realize that the mass deαth and incarceration of young men and women is NOT supposed to be a pμnch line.  People are dying over this.

You can watch the video here (Update:  Less than 24 hours after this article was released, Mountain Dew took down the ad.  They also ended their sponsorship deal with Lil Wayne one day later.  We’d like to thank PepsiCo for showing good corporate citizenship and responsibility by addressing these issues in such a timely fashion).


Dr. Boyce Watkins is the author of the lecture series called Commercialized Hip-Hop, the Gospel of Self-Destruction. To have Dr. Boyce commentary delivered to your email, please click here.


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  80. So are all the employees at Mountain Dews headquarters white? I’m just asking.
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  82. if any of these people know who Tyler the Creator actually is, they would know felicia the goat from loiter squad and all his other references. they would also know that all those “stereo typical” black men in the line up and the people on the other side are his FRIENDS from OFWGKTA. also if you want to comment on his lyricism how about you listen to his mixtapes and albums and then you can for a complete synopsis on what he does and does not condone instead of google searching “tyler the creator offensive lyrics” cause there are plenty of those with a deeper meaning.

  83. think about it.
    if you werent such violent savages. this commercial wouldnt exist.
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    luv the dew
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    • Typical small penis peckerwood

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  84. First up, I agree with most of this article: the ad is racist (not because all the suspects are black, but because apparently all black people look like trash. If th suspects were anything but white, the featured ethnic group would have a fit and we all know it). However, let us all examine a few things: first up, the person who wrote the commercial? A black gentleman; and I’m gonna be as honest as I can here: if the majority of the African-American citizens of the USA aren’t gonna protest about the use of the N-word by their own people because “we’re taking it back”, why are you shitting on Mountain Dew for allowing the visual equivilant to occur?
    Silly me, I know why: you have someone to blame now! Just as “A wizard did it!” in fantasy cliches, so to is it “another damn white guy’s fault” right?
    Accept personal responsibility for things, particularly racism. Don’t want the N-word used? Fight to put a stop to every rapper that ever uses it, not just the non-blacks. Hate racism on TV? Explain BET then; I don’t get an ethnicity-X channel, and yet black people do – that ain’t racist though right? And of course, white people fill “black neighbourhoods” with guns (what the fuck is a black neighbourhood anyways? Where I grew up, you had neighbourhoods, with people. You didn’t have fuckin “Indian lane” and “white boulevard” and shit….), and making innocent impressionable black youth buy them and ammo, and teaching them how to fire the guns, and even pulling the trigger for those poor innocent black angels.

    Perhaps its time that blacks apply the lessons of first Morgan Freeman (“The only way to end racism is to stop talking about it”) and then Larry Wilmore (“Guess we overcharged the race card”).

  85. lol I can’t believe this shit. Let me ask you all a question. Where was the outrage when this SAME scene was played out in the movie set it off? Does no one else realize this came from that damn movie? Cheesy cops and all? lol Anyone reason to yell racism though..

  86. LOL, I thought it was funny! It’s always ok when black people, or any other race, make fun of white people but have a commercial like this and it’s all going to hell. Seriously, I love the hypocrisy. Blacks can call whites cracker, white latte, snowflake, white bread, etc. but make a joke about a black person and you’re a racist bigot. Get over yourselves. Learn to laugh.

  87. Dr Watkins, did you do enough research about Tyler?
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  88. Did anyone actually know a black kid(from
    a former rap group and comedy troup known as the Loiter Squad) made this commercial? It’s funny how that isn’t mentioned…

  89. If I am not mistaken Pepsico owns Quaker Oats and at one time owned KFC, PizzaHut and other fast food chains.

  90. Harland_Sanderz

    Poor goat. Don’t like to imagine the smell.

  91. Stop letting whites define you. They are no good example for themselves, let alone anyone else!

  92. My husband and I worked with Pepsi many years ago on Cultural Diversity. Perhaps the people we reached are no longer there because this ad would have been an outrage. We were there about 20 years ago so new people are at the helm. They needed to pass on the learning’s and give everyone our book; THE BLACK MANAGER;MAKING IT IN THE CORPORATE WORLD.Shame! Floyd and Jackie Dickens are still alive and well. If you would like to contact us, go to The rest of us need to hit them in the pocketbook over this. Drink something else.

  93. Who decided to get paid for making this commercial? It was probably Felicia the Goat she has more brains than the lot of those greasy black felons. She probably graduated High School while those po’ black youf just sold drugs and robbed white people.

    • You are correct. You can tell by that picture the goat is innocent, and the “urban youths” are guilty. Níggers are the most dangerous, stupid, idiotic, retarded, smelly, dumb, dangerous multi-celled organism on this planet. Actually they are more dangerous than any virus in this planet too, as they are responsible for raping and passing the virus from host to victim.

  94. Why don’t you let people, black or white, act for themselves? If you blame TV, radio, or video games for what these young people are doing, I think THAT’S more of an insult to the black race that the Mountain Dew commercial. Everyone just needs to grow up and knock it off.

  95. MD deserves ALL of the backlash for this for being one of those entities stupid enough to hire a rap “artist” who has no problem talking about “smacking a b*tch in his lyrics. If you want to know what it wrong with black culture in America, here is your shining example folks.

  96. I didnt know blacks had gotten this whiny. lawl pussies cry more.

    • That’s easy shit to say if you’re white.

      • Christopher Brown

        I don’t think this commercial is racist. However, I think the author of this article is. Your sir, are what’s wrong with America.

  97. Sounds about right with a name like Mountain Dew – probably owned by the KKK and little wayne the ‘Troll’ would be working with them and why should the ill mannered little Troll apologize for his remarks to the Till Family – he has no upbringing and he’s a ugly little Troll. Plus the current population of ppl who listen to his non-music are still listening so how could he apologize? I don’t nor have I ever drank Mountain Dew – always looked like piss in a bottle to me – as for little wayne – he’ll get his – one thing about whitey – they always turn on you after they are finished using u – Remember u heard it here first!!!! Troll News!!!

  98. Simple solution: Ditch the dew and the dummy who created the commercial!

  99. Wow you people just get sensitive over everything now. Its the 3rd part of a commercial series by Tyler, The Creator. A BLACK person, and leader of the group Odd Future, who are known for their bizarre and offensive material, the “criminals” in the video are his friends who were available at the time, there is a TALKING GOAT, A FUCKING TALKING GOAT and yet you all are mad because the lineup happened to be black, ge your heads out of your asses.

  100. I have read most of these comments and I must say that a lot of you are retarded. As for regarding all whites as the devil you are dumb. There is no devil because there is no god. The fictional story of jesus is based off astronomy. Do some research and think for yourself instead of believing everything some old ass bedtime story tells you. As for racial equality I am all for it. Everyone just needs to chill the fuck out. I am irish(white) and back in the day my people were also sold as slaves. We were less expensive also I might add. Slaveowners also used to breed my people with blacks to make super slaves. Do some of you disagree that irish and africans are equal? Sure you do. The only reason you disagree is because you are stupid and judge a book by its color. If we as a people got rid of separatist television channels like b.e.t. and started becoming more diverse on all channels maybe then can we start thinking we are equal. Hate breeds more hate. If we started loving each other instead of hating this world would be beautiful. Bob Marley sang about peace and love in almost every song he wrote. Some of you obviously don`t know he is half white.

    • Negro who do you think you foolin with this?!

    • Bob Marley was also a rastafarian and they are very homophobic. That’s not very loving if you ask me. (I’m not saying that Bob Marley himself was a homophob just that most rastafarians are.)

  101. I hate the phony outrage from white girls pretending they’ve been oppresses and can relate. When the white man was doing the lynching, they were there laughing and applauding. they had it good then and they have it good now.

  102. When a company like this employs someone like Lil Wayne, what would you expect? There are so many things we can live without. These products aren’t even healthy. SOTP BUYING!

  103. This crap would not have happened in the 1980’s or 90’s. I think there is a lesson that is being missed by the masses. If we come together as a unified force we can get corporate America to stop some of the silliness. We can even possibly get Wayward folks and rappers like Lil Wayne and Rick Ross to actually think about what their writing. Perhaps they will even learn that all forms of expression don’t need to be on display just because you can do it. If you choose to be so expressive where is offensive to your own race then perhaps you should be prepared to pay a price for your behavior. These guys are at a level where they only thing they can understand is the loss of money.

    As a unified force we as a people can make changes to corporate American and let them we will not tolerate our image being questioned or determined.

  104. Lots of talk on this site, it should be a new sport, jumping to conclusions If you souls would start to change yourselves and not rap about killing, murder, rape, incest, no fathers around and every other mistake you make, I will let you enter my world… Then we can sit and suck beers and eat stuff and maybe, just maybe it is not such a bad life after all.. But go your way, your just walking the block, all right turns for the rest of your life.. No end in sight..

    ~~~~~~~~~~~~~The video was removed…

    So in it’s place, that me give you this ~~~~ “The soda and snack food company said it immediately pulled the 60-second spot after learning that people found it 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.” ~~~~~~~~~~~

    “In fact, Mountain Dew also was criticized recently because of its endorsement deal with Lil Wayne, whose rap lyrics compared a rough sex act to the tortuous death of Emmett Till, a black teen who was murdered in 1955 for allegedly whistling at a white woman. Last month, Reebok also ended its relationship with Rick Ross after he rapped about giving a woman a drug to have his way with her.”

  105. Ad is apparently intended to be meta. Ironic or post-ironic, tweaking stereo-types by caricaturing them.
    Of course even if it comes across it doesn’t guarantee that it’s funny.or clever. Nor does outrage from those who misconstrue its intent render it genius. And of course the *actual* intent is to sell m.dew & to make $. What’s striking is the blitheness with which the “joke” of an assaulted & traumatized woman is disregarded by both post-sincerity hipster & indignantly racially righteous objector.
    I guess both camps agree that the ridiculous stereotype of he everpresent whitebitch who constantly falsely accuses &/or is afeared of & obsessed with the blackman A. Is real despite being @ worst an objectionable fiction or at best a laughable distortion & B. “Deserves” abuse as some sort of punishment.
    It’s meta. Except if NO ONE gets it.

    • It was a nígger trying to be funny. Don’t over think this. The reason people are getting their panties all wadded up is because this depicts the truth, níggers are violent, feral animals and we all know i.

      • Dude can you just go live in Africa?. Anywhere in Africa, Ghana maybe. Just you, By yourself. With no other white people. You wouldn’t allowed to leave for at least 2 years. I’ll see if you still think all ‘niggers’ are feral then…

  106. This commercial never was never made with the intention of being racist.Tyler just wanted to make a funny commercial, aided by a few of his friends who are black, which doesn’t make it racist from the get go. People are just overreacting, especially since mountain dew pulled it.

  107. What we have here is a major multi national American Corporation (Pepsico), parent company of Mountain Dew whose purpose is to undermine, to demonize and to persecute the African American male or for that matter all people of African descent as this is classic Nazi racist propaganda . This should come as no surprise to anyone who is well informed and who are aware of what the Corporate pipeline Incarceration system can accomplish except for some naïve postings and agent scum provocateurs whose postings are here to misinform and to downplay this racially charged ad as nothing more but a harmless funny commercial for Mountain Dew.

    Judas Lil Wayne and Judas Tyler the Treacherous Creator , agents and employees of this vulgar company know exactly what they are doing as they are paid handsomely to help continue the genocide and mass incarceration of the African American male. There are others too who have enormously profited from this “hip hop minstrel” movement by helping to provide prison jobs to rural White America as U.S. manufacturing companies have flown in droves to greener pastures of ultra low wage third world countries to reap humongous profits.

    These neo Nazis can get away with an offensive ad as such because they realize that Blacks in America are weak, unorganized, fragmented, powerless and are incapable of uniting as a people. Asians would have not only boycotted Mountain Dew but also Frito Lay potato chips, Pepsi Cola, Tropicana orange juice, Quaker Oats, Gatorade and other related products as they would have deleted, and liquidated rubbish like LilWayne, Judas Iscariot Tyler and all others who are betraying their race.

  108. Wow. You racists really like to comment. That is some A-class cognitive dissonance happening right there. One after the other.

    Just for the record an attempt to explain that this commercial isn’t racist by saying “You just need to take it in context. It was the goat” is wack as hell and racist.

    You don’t put black men in a line up to sell a product. You don’t put them in a line up with an animal to sell a product. You don’t use use humor about physical assault to sell a product, and you sure as shit don’t have the goat glorifying threats of violence for snitching to sell products.

    It doesn’t matter what the context is if you are trying to sell a product. It’s blatantly obviously racist. If you are trying to defend this, you are racist.

    • thanks for this . now i know not to bother reading the rest of the comments . my blood pressure cannot take any more stupidity today

    • Okay, first of all, bruh, neither YOU nor anyone else gets to tell “black men” what they can and can not do. This is what’s wrong with society when it comes to racism, just because someones skin is a certain color doesn’t mean they have to behave in a way that suits your or anyone else’s sensibilities. They are INDIVIDUALS, they can do what the fuck they want.

      Each and every person involved in this video CHOSE to be involved, black and white. So if they want to stand in a line up to sell a product, that’s what they’re going to do, fuck how you feel about it. If they want to stand in a line up with an animal to sell a product, that’s what they’re going to do, fuck how you feel about it. If they want to use humor about physical assault to sell a product and have a goat glorifying threats of violence for snitching to sell products, than that’s what they’re going to do, fuck how you feel about it.

      (Sn: Context ALWAYS matters)
      The point here is, if you’d like to assert that there are racial stereotypes present in this video, than go ahead. However, the creator of the video is not racist, did not create the video with racist intent, and has already released a statement declaring such. So if YOU would like to interpret this video as racist, know that you would be doing so against the very definition of racism.

      -Trashwang nigga

    • How about the context of this ad isn’t racism, it f’ing comedy. No black men were arrested in the making of this video and no white women were beaten. Lighten the f**k up

  109. Loud noises!

  110. If we Whites had a website titled Your White World, you Blacks would be screaming your heads off. Racists!

    • No, I don’t think we would care if y’all named a blog Your White World because of how forgiving alot of us are of how we are and have been treated by Caucasians(especially during the civil rights struggle, the lynching years, slavery,…)I am tired of the insensitivity of some human beings in this world. Don’t think you are all that because once someone starts making an ad demeaning white folks, you’d be the first one to throw a fit!

  111. Anonymous the Ratchety Negro

    Why do you assume that Lionel and Left Brain were Felicia’s accomplices?
    Most of Odd Future’s fans are white males between the ages of 16 and 25. What made you assume that they’re the type of “negroes that mean mug and do gangsta shit”? If you would give them a chance and listen to a song or two of theirs you might’ve possibly realized that they are in fact against most of that kind of stuff anyway.
    Also Felicia the Goat is a character of Tyler’s that he frequently makes references to and uses in skits.

    So, I reiterate SHUT THE FUCK UP!!! You’ve already made enough of a racist ass out of yourself and I couldn’t even finish your dumbass article.

  112. ICRaysistEverywhere

    This commercial was part of a trilogy, the woman was beat up by the goat in a diner in the 1st commercial, not sexually assaulted, the 2nd commercial had a black cop which had a chuckle in it, while the 3rd commercial should be argued that its racist that white cops are putting black guys in a lineup with a goat. I would think a guy with a PhD might do minimal research to realize this is not a racist commercial.

    Personally, I didn’t find the commercials funny and should had CGI with the goat talking, but hey, I’m not in the demographic these commercials were meant to reach.

  113. Woah, you mean they’re not all “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.” ”

    Oh yeah, your mom says you need to get a real job.

  114. sir you need to find something better to do with your time.

  115. I don’t think this commercial is racist. I think the website name “” and it’s content is very racist though. I think we have a case of the pot calling the kettle black Dr. Boyce Watkins. Racism is: Treating any one or any group differently, positively or negatively, based solely on their race, If you create or work for a website that caters to a particular group of people based solely on their race, you are a racist and you are just as bad if not worse for perpetuating that separatist way of thinking. Why don’t you try doing something for other races once and a while you phony. Show some diversity, teach through action. You may be black but we all see right through you. Sucka!!
    I’m guessing the racism that everyone is supposed to see in this commercial is that all the people in the lineup are black and dressed like a thug. If it is the fear of perpetuating a certain stereotype, relax. Stereotypes are made when the same stupid people do the same stupid s#!t. they don’t need a commercial to help them. In fact, that’s why we can relate to what is presented to us, black guys as thugs, because we all see black guys dressed as thugs everyday in real life, unless you live on an amish farm and never leave. Come to think of it you never hear about The Amish getting mad when their stereotypes are thrown around the visual media farm. Dr. Boyce Watkins, you should take a page out The Amish book you whiner. You really want to stop the stereotype of black guys dressed as thugs? Then black guys should stop dressing like thugs. I know, not all black guys dress like thugs, but enough do to create a stereotype of black guys dressing like thugs. So shut up.;)
    In defense of the commercial, if they had a lineup of black guys in clown costumes, it would make less sense comedically because the goat would be less of the “joke” and it would take away from, and confuse the story of the goat being a thug. Not to mention, the band members might hurt their image of black guy thugs if they were to dress in clown costumes. Now why couldn’t it have been a lineup of Asian thugs, or Hasidic Jew thugs, or good ‘ole Wall Street whiteys dressed in business suits?(seriously, they’re the real thugs anyways) Because they weren’t in the band, duh!!! Maybe if the band was more ethnically diverse, the lineup in the commercial would be too. People, it’s just a commercial to promote a soft drink and a band at the same time!!! Double opportunity branding!!! Get over your bad self fools!
    Well, “Dr.” Boyce Watkins, thanks for making something out of nothing and perpetuating racism. You, like so many others in the racism game you play, have again missed the real point, but I bet you never missed a paycheck! ha! ha! Keep sucking on that racism tit so you can buy that shiny new car every year. Sucka!!
    In my stupid opinion, we need to lighten up people. Stop taking ourselves so seriously. We can’t help who we all are, we are all different, and we need to learn how to live differently together. Dummies.;p

  116. Bad as the ad is, is it ever gonna do as much harm as the product it’s marketing?
    Why not eat food and drink water, and then we’d never have to deal with Pepsico’s poor taste, or type 2 diabetes, ever again.

  117. His description of the men in the commercial as “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.'” says a lot about his own thoughts about black people who don’t happen to dress in a suit and tie than it does about the “racism” of the commercial.

  118. If you got offended thats a shame on you. This is a a part of a series of mt dew commercials shot by odd future. She got her ass beat in the first commercial by the goat. Its all jokes. When Lionel was the cop nobody said shit but now that left brain pus on a slick rick eyepatch a puts his name as “beyonte” theres beef? Its honesty niggas like this that keep racism all open. Learn to take a fucking joke

  119. I agree that Pepsi Co. should be called on it but what about Tyler the Creator (Neva heard of him) and those brothas that were in the commercial. If companies are putting out racist stuff and if there is Black people involved, they should have their feet held to the fire too. Some Black people might give these brothas a pass by saying “These cats are just feeding their families,” “It’s hard for Black people to find roles in commercials” and my favorite “I gotta eat.” If this is the case then Black people shouldn’t say anything when racist stuff comes up. As long as Black people getting theirs.So all parties involved (Including these brothas) doing stuff that make Black people look bad should be called on it.

  120. I think MTN Dew assumed because the commercial was made by a black guy it can’t be racist.

  121. Who better to do racism than the most racist people on Earth? Black Americans. But no more racist than the TV show ‘Friends’ who in it’s entire series history had two Black people on the show. Or the recent “He ate the bone” KFC ad.

  122. This guys is trying to downplay the role Tyler played in the commercial. He wasn’t a consultant on the commercial, HE CREATED IT. AND ALL THE PEOPLE IN THE LINEUP ARE BLACK BECAUSE THOSE ARE HIS FRIENDS. Also, am I the only person who realizes that the white lady is not having a hard time distinguishing between the black men and the goat, nor are the black men intimidating her? She runs out without making a decision because the GOAT IS INTIMIDATING HER. I can’t believe I just wrote that last sentence, by the way.

  123. This is the definition of irony. A blogger on a website called is crying foul about racism.

  124. Holy Shit Mr. Watkins go bitch like an 80 year old women somewhere else. What we don’t need is peace crusaders like you just creating drama, you’re not creating the drama and controversy because you want to bitch like a soccer mom who didn’t get he way

    • Jake, what is wrong with you…by the immaturity of your language, I’m guessing you like Lil Wayne and think this is funny. Obviously YOU have never been racially profiled, pulled over and raped by a goat. I guess that would be acceptable to you. Not to others.

      And if we don’t stand for something, we’ll fall for anything. I pray you will develop the maturity necessary to realize that YOU are the one on the new extinction list. Think about that while us “old ladies” who try to make life better for you b%^&ch and moan.

  125. It is about time that companies hire culturally sensitive African American owned ad agencies and stop seeking out offensive celebrities and out of touch white owned and operated firms to do a job that only Black owned firms can do. (This problem will not go away unless some adults are in on the process.) This is just proving the point that the wrong people are being hired to do the work. The ad industry of which I am a part of, has a long documented history of racism and discrimination. The Ad Agencies get away with it by doing pro-bono work for major minority organizations, therefore taking work from minority firms and then insulting us to no end. After over 30 years of being in the field I grow tired of their fake minority recruitment jokes, job fairs, internships, contest, etc. The numbers prove that these activities have no impact on minority hiring or retention. The problem will be solved when African American firms are hired by the clients. Let some responsible minority owned firms handle some and vet all of your creative work and you will solve these acts of stupidity.

  126. James the Darkness in light

    I want to buy a copy of your book Derrick; you are a gentleman and a scholar.

  127. You white people so STOOOPID. The dude’s making fun of you white people who cross the street when you see us coming. He’s not being “racist”. Does “Dr.” Watkins even know who the F these guys are? Put down the sociology journals and get out in the real world sometime.


  129. I hate almost every single one of you. Almost all of you are coming at this so one sidedly that it’s laughable. Everyone is racist. Everyone. Don’t try to deny it. The sooner you admit it the sooner we can get back to life as usual.

  130. And for the record….all I saw was the goat! I once saw a movie when the did a line-up as a joke. They put the white suspect in with all cops in uniform…that was funny! Life isn’t always about color…sad that for some it is. I think the DR hates who he is.

  131. The funny thing is that I think black people actually think about how black they are way more than white people do. If you had all white people in the line-up some black people from some black actors union would have complained that they didn’t have any black people represented! You can’t f’en win. Stop crying about the image that is created…which by facts is actually acurate to an extent. The image is art….or is it only funny when white guys are made fun off. More black people are racist then whites. Proof, how many black people voted for anyone but Obama because he was black? Black American’s make up only approx. 13% of the US population, about 40 million people. Whites are about 223 million…so white more white folks voted for a black person for president than black people did. Most whites are not racist. Stop trying to sell fucken books about it and get over it. I don’t cry about how jews and catholics were slaves.

  132. Izzy Mandelbaum

    I dont’ know, those guys around the goat aren’t supposed to be his buddies, it’s a police line-up, so everyone would be a similar skin tone anyways. Definitely not a good ad, but I don’t know if it’s racist as much as stupid.

  133. But beating up women is HILARIOUS!

  134. If this is the most racist advert in history, history and racism haven’t been as bad as people have said.

    Would you be complaining if the woman were black, or if the races were flipped?

    Moaning about silly stuff like this induces a “cry wolf” effect over time in regard to racism.

  135. Black guy made video, he must be a self hating black like so many out there. I like the comment “stop making excuses start making a future”
    im guessing Jewish. Bless you and your people.
    so sick of the blame game. is it ok for black people to make fun of the stereotypical Nascar redneck. sick of this hip hop thug atmosphere. do something constructive and quite blaming.

  136. I was just reading a report on this on Yahoo shine of all places, and I backtracked to this site because I realized that the joke in this video is not racist. It a joke about how cops are assholes and even if you describe a goat to a cop, he will still bring you a goat and three black guys in a lineup. You know, like when you describe a 5 foot 2 white guy in a suit and they bring you 4 thug life black guys… cause cops are jerks? and then now all these peopl on the net are acting like its a racist joke, and mountian dew is like “whoa we didn’t mean it like that man, we cool…” It a cop joke. Duh. BTW you guys watch rukka rukka ali ever? cuz that shits racist, lol. 10 million views!

  137. There was a petition to boycott Pepsi for the Super Bowl negative commercial of Black women a few years back. I believe it was a Black male who created that commercial too.

    At any rate, Black commentators were on TV at the time to let the public know that we have Black Advertisers who could have done a proper AD for Pepsi.

    Fast forward to this AD: Apparently Pepsi hasn’t learned their lesson.

    I boycotted Pepsi for that Super Bowl commercial, and never looked back. No more Pepsi/Mountain Dew for me–EVER AGAIN.

  138. The horror…a commercial that doesn’t have a hapless white person being instructed/corrected by a smart, helpful black person?!

  139. oneinsixbillion

    I’m uncomfortable with all the assumptions you drew about the art. Art is subjective and you are trying to present it as objectively something. While both you and the rap artist who created this ad have the right to free expression, your attempt to impose your interpretation of the ad as THE universal interpretation is basically bullying. The art made you feel uncomfortable, and you complained until the corporation silenced the artist. Does that make you proud Doc?

  140. Who ever thinks this is racist even though it was written by a black writer is the true racist! It was totally stupid to pull this ad. I love Mountain Dew but I’m done with any Pepsico product. I will never buy another Pepsico product again. I am searching my pantry for any of their products so I can toss them now.

  141. Jesus was black, Ronald Reagan was the devil, and the government is lying about 9/11.

    racist people:

  142. First off I would like to say that Tyler, the Creator is an African American male, and I do not see him being racist in any way whatsoever. I am white, so if I were to make a commercial and I had, for the cast, a bunch oh white people acting as crackheads I’d be racist? No. I believe Tyler’s commercial is in no way racial, given that Left Brain, playing “Beyonte” and Lionel, playing “L Boy” are his personal friends. If it were a racist commercial don’t you think they would not be on board to star in the commercial. Second, and lastly, what was that comment you made about Rick Ross? “So, I guess that means that the woman was s-xually assaulted by the goat, maybe Rick Ross style.” I believe out of all of the exapmples of “racism” you gave, your comment was the most racist remark out of all of this.

  143. Why don’t you look at some of the ads that were put out for slave auctions in the 17th and 18th century — I’d say those were a little worse. Find a fucking cause, cuz. You’re black, work it out — stop looking someone to blame.

    My people were conquered by the Germans, the Romans, the Mongols, the Picts, the Celts, the Danes, the Vikings, etc. You see me crying?

    Time to stop making excuses and start making futures.

  144. Most of white America has divorced themselves from being sensitive to racial issues because blacks (and others of color) cry “wolf (racist)” at the mere hint of a stereotype. The only people who do not seem to mind being stereotyped are whites, just watch any commercial with an idiot white male being schooled by someone of color (especially State Farm). Example: a Dallas city council member was offended at the term “black hole” when he read it in a science article on deep space. Absurd. I am sure he was honestly offended, but the world just laughed at his stupidity. Didn’t go a long way to improving the typical stereotype. Unfortunately, I have come to make a point to avoid blacks in my life. I find that my sensibilities are usually offended by the behavior of most blacks, so I keep my exposure to a minimum. Would prefer that this not be the case.
    I would like to comment on the statement “The holocaust of mass incarceration and the glorification of violent prison culture” in the article. Take responsibility for your culture. Only YOU and your culture can change its course and perception. No one has done this to you.
    As for the a comment above about “civilizations in africa” while European ancestors were scratching fleas off each other. Those civilizations were Arab, not africans. The african black has proven without a doubt to the world that they have not evolved. Let me pose this thought…if africa is the cradle of man and all other races rose from it, wouldn’t one think that african blacks would be the most evolved and civilized in the world as it is the oldest?
    The one thing I try to consider in dealing with blacks is to remember that they have to reconcile with their mind what it is to look into the vast yaw of being reviled by the majority of the world. I know if I had to do it everyday, I would have a chip on my shoulder too.

    • First monkey do research the history you’re giving to the arabs is african history. Africans where at the top of civilization til outsiders were allowed in. Be clear most white stereotypes are positive in nature that’s why white don’t complain about them. Most stereotypes of blacks are negative these negative stereotypes repeated over and over are the root cause of alot of the racial issues that divide this country.

  145. Not racist at all. This so-called “Dr.” has no idea what he is talking about.

  146. Whenever something offends someone they quickly want to label it so everyone is offended by it. This isn’t racist and crying Wolf all the time something isn’t idealistic and PC is ridiculous. Feeding this mislabeled “outcry” is just self-segregating which leads to more people being ignorant which leads to more racism. I know that most of my Brothers and Sisters are trying to find meaning within this fraternity of Race labeling but despite what misinformed Professors told you hate and bad taste isn’t the same thing.

  147. if this site was called the white world coalition I bet you would label that racism as well!

  148. Racism is the belief in an inherent superiority of one race over another. In what way is this an example of racism?

  149. You sicken me sir .so everything you dont like is racism ? Is that not racist in and of it self to flatly throw that word around to garner attention for your blatantly ignorant statements. I do believe someone is a racist here and that is you sir not Pepsi CO.

  150. Move back to Africa and eat dirt like your ancestors if I don’t like it here. White people are the only reason you monsters are civilized.

    • Their where civilizations in Africa while your European ancestors where still picking flees and lice off each other in caves, you caveman. When you industrialized your guns and weapons you pointed them all at Africa and used your politics and religion to ruin Africa and the slaves you brought to America. Now your history you monster.

      • He has the nerve to call us monsters, every where white men have landed there has been chaos and death….any man who can tie a man to two horses and watch them rip him apart is nothing less than a sadistic bastard who wants to create fear through committing terrifying inhuman acts of violence….such a sick twisted group of people who hide behind pretty outer coverings….the lot of you are sickening at the most…..

    • No Eric, you are the animal. Africans never ate dirt. Read the bible you idiot, G-d created man from the soil in Africa, not Europe.

      You are a LEPER and you are a subspecies of human. Even the bible says you white people aka lepers are unclean.

      Remember this Eric, you and Mr. White being animals, we are not your MOTHER’S CHILDREN.

      So go back to where you came from. Oops, you have no place to call home, except AFRICA.

      Bestially bred cracka.

      • White people = lepers? Leprosy is a disease, not a reference to ethnicity. By the way, the Bible is not a science textbook.

        • what Brian said…

        • And neither your rants about white superiority either. Go back to your white forums and stay out of black folks business.


        • Yes it is when you crackas use it for your own racist purposes.

          You are right about Leprosy, however, you are still a diseased animal.

      • It was Canaan who was cursed. for raping his father. Canaanites were Africans.

        • The reference you site doesn’t validate your claim. It states that Ham could mean “Black or hot” then concludes it’s actually a word unknown etymology”. The reference theen goes on to discuss the biblical story of Noah and Ham and discusses that it’s actually unclear if Ham actually “saw” and made fun of his drunk naked father, slept with his father’s wife, or sodomized him. In other words get a better citation to try and prove your point like all racist whites you use half truths (ie lies) to try to deceive and be superior to others.

          • I simply cited a reference and you spew vitriol? You simply play into another stereotype instead of pointing out facts, you have to get nasty.

        • Like what your boys houseofiris and Brian says. Read your Bible before you speak of lies.

  151. Dr.Watkins, I’m with you that this ad is extremely offensive. Don’t listen to the jerks who claim a little bit of overt racism is okay.

  152. I’m boycotting Pepsi and Mountain Dew but for a different reason.

    I’m not surprised that some people were offended. That’s a given. What disappoints me is that companies continue to apologize to offended people, who basically exist to kill art. If Pepsi had stood by their artist and the ad, I would have bought 50 cases of that Mountain Dew crap and I don’t even like Mountain Dew.

    Such arrogance of the black academic telling the black artist how he should feel about his own commercial. How about the stereotype of blacks being a hive mind who all must think alike or you lose your “black card?” Think you’re furthering that one?

  153. Looks like two of us are disgusted by this person. You’ve also lowered my respect for doctorates. If such a poor critical thinker can get one, it doesn’t mean much.

    I’ll also not call this person ‘doctor.’ You don’t get to change your name because you paid to go to school.

  154. You disgust me! You are the one that is racist! You are on a site, your”black”world, talking about only things black…If a white guy had a site, called You would raise h*** and every NAACP chapter would be as well. I absolutely hate you, you racist bast**d

  155. You need to be destroyed even further. The setup of the scene is that a gangster committed a crime- of course everybody in the lineup will look like a gangster.
    Also, with literally no evidence, can you provide any reason to argue against, say, 51% of lineups involving gang activity aren’t all black? Or 10? 90?

    Do you have literally any reason to think literally anything you said? I don’t expect a response. I expect you to dismiss me as a white conservative and cower in the corner.

    Again, you disgust me.

  156. I’m disgusted that you consider sitting next to black men in a lineup equating animals with black men. I hope you’re just looking for clicks. Your contribution to the desensitization for actual racism disgusts me- literally.

    I have ad block. You got no money for this.

  157. i love weed

  158. This was a great article except for the need to star out ‘vagina’. It’s not a expletive.

  159. AlonsoSchneeweiss

    Frankly, I thought it was pretty funny. That white woman was skeered outta her mind!!! LOL

  160. Are you fucking stupid? there was no mention in racism in that ad. +who directed and created that ad (Tyler, the Creator) is himself black. Let him judge this, not you.

  161. This post angered me.
    ‘Arguably the most racist commercial in history’.
    You used hyperbole to get traffic and attention; it worked. Congratulations. Now do you really believe the title, or did you just want to make a bit of a name for yourself? Hmm.
    You want racial equality, and for all races to be treated equally, and yet you run a website called My turn to be politically correct; why not How can you run a website that ‘arguably’ (theres that word again) causes a greater divide between races (by focusing solely on one race) and then complain that an advert written and directed by a black man with his black friends for the sake of humor is being racist?
    If it was an all asian or latino line up would you have written this post? No. Which tells me you’re here to preach black empowerment, not equality.
    And ‘ratchety negroes’? Really?
    It saddens me deeply that your opinion holds value in some peoples eyes.

    • As it angered me as well, but you get called, “intolerant” because you don’t accept mediocrity.

  162. “the kinds of ratchety negroes you might find in the middle of any hip-hop minstrel show”

    Not only is THIS^^^ racist but also ignorant. And no the ad isn’t racist, have some humor or go back to watching rape victims cry on law and order SVU. Ahhhh The Hypocritical States of America

  163. I agree with cult & wowurdumb. Am black & laughed @ this commercial wen I saw it cos I saw this comin . Shouldn’t u be proud a kid that doesn’t do no drugs or alcohol is shooting a commercial with his black friends that he grew up with & he is actually the brain behind the commercial (Felicia the goat). He’s not in the hood he’s actually doing sumn with his life. I agree 95% of his fans r white I listen 2 sum stuff from him he’s talented that doesn’t make me buy Mountain Dew. Hey on a positive note another black kid just lost a source of income congrats.

    • The community will do anything but take responsibility for their stupidity, racism and thugness. Black people need to worry more about getting off welfare and unemployment and less about what white people perceive them to be. Damn, the Mexicans, Indians and Asians are all past you. Grow up already!!

    • This community will do anything but take responsibility for their stupidity, racism and thugness. Black people need to worry more about getting off welfare and unemployment and less about what white people perceive them to be. Damn, the Mexicans, Indians and Asians are all past you. Grow up already!!

  164. Has anyone ever noticed how on TV they will bleep out words like sh*t but not the N word?

  165. I’m not gonna lie; you’re blowing this commercial SO out of proportion, it’s not even funny.It’s so easy to call things racist now, it’s kind of awful.

    Like, because it’s an all black line up and the goat’s intimidating a white woman, it’s racist? Do you realize the commercial would’ve been the EXACT same if the line up was all Asian or German or anything else? This commercial really does not have any racist intent.

    Also, bringing up Tron Cat’s lyrics is kind of stupid. Sorry, it just is. He was 19, broke, and said things to piss people off. And it worked. He’s grown as an artist since then, but of course, people don’t see that, and I can’t blame them, but still.

    I respect you opinion. I just disagree with it. A lot.

  166. Linked from another article on the same subject. Didn’t have time to read this article or comments but is anybody realizing that this is for a suspect line up? Tyler is black so the assumed race of the human character that is supposed to be transposed onto the goat is black. So why would a cop throw a white guy in a line up if the victim says the perp is black? Unless he was worried about crazy people saying it was racist or something.

  167. First of all, all the men in the line up are African Americans not because of racial profiling but they are all members of Tyler The Creator’s rap group.

    Second, “you should have gave me some more” is a reference to the first Mt Dew commercial with Felicia the Goat where he beats up that women in a restaurant because she didn’t give him enough Mountain Dew.

    Next time before you write an article attacking someone’s artistic integrity and promoting censorship, you should do some research and look into exactly what it is you’re attacking. So many points in this article are wrong and your own biased interpretation. It is sad that you cry racism on your own people. You are an insecure little man and have many unresolved issues.

    • So basically you got this ad removed because:

      A. All the suspects in the line up are black, which you believe is racist. But rather because they are all rappers in Tyler the Creator’s group. Is it racist that he has no white rappers in it? No, so why is it racist for him to employ his friends for a commercial?

      B. The goat said she should have, “gave him some more”, which you interpreted as sexual. But actually it is a reference to the first commercial which involves him beating up this woman because she didn’t give him enough Mt. Dew. So what this shows is not only did you do any research for this article, but you also interpreted it as sexual because of your own sexually deviated mind.

      C. The goat said he was going to “dew you up” to the woman. Which again, you interpreted as sexual for own your weird reasons, when the obvious meaning is its a pun involving the name of the soda brand, where he replaces “fuck” with “dew. And incase you didn’t know, “fuck you up” means beat up, not have sex with.

      As far as I can tell, not only did you do no research into this topic before writing about it but you probably watched this commercial only once before writing this article. It is sad that you are so desperate for hits on this blog that you will write an article attacking someone’s creation for a racism that isn’t even there. You are not angry because of the racism in the commercial, because there is no racism in the commercial! You are angry so you and your article will get attention. It is a shame to see you make up racism for your own personal gain. It does not take a genius to see this commercial is not racist, but you also manufactured your own reasons for it to be racist. Every point that you made in this article was just proved wrong, but you are still so happy to have been responsible for the censorship of this ad. Shame on you.

  168. The amount of stupid on this page makes my head hurt. I’m sorry I came here and actually read the comments.

    • Wow, thank you. I had to wade through all this crap before I got to the first intelligent comment.

      It is truly amazing to me how worked up people get over alleged offenses to the artistic integrity of multinationals to sell potential diabetics some piss they call a soft drink, and the first amendment rights of goats. People so ignorant they don’t know racism when they see it, and hey, what could be bad — it was created by TYLER THE CREATOR and MOUNTAIN DEW.

  169. This website is stupid as fuck People need to go look up the word racism. Maybe if our black race was in college reading instead of twirling candy canes and stomping the goddamn yard we could get somewhere Nope instead Dr. Boyce Watkins is advising the black community on what is racists or not. NO Offence to Boyce Watkins but he is a fucking Fag. I would rather watch black people get sprayed with fire truck hoses and get chewed on by doberman pincers than listen or read a word that ignorant educated nigger has to say. I’m black By the way

  170. Mohammed Muhammad

    It’s time to dig deep into the heart and soul of the Mind of all faith leaders, community leaders and in the corporate world.

  171. Why on earth is Vagina considered a curse word on this website? Talk about equality while perpetuating the taboo of women’s sexuality. Shame.

  172. “Apparently, this is the kind of ad you put out if you want to appeal to the black male demographic.”

    Tyler doesn’t have black male fans you dumb bitch. And Dr. you are the reason I hate the world.

    • Chase, you hate the world because of your own deeply rooted personal issues that have nothing to do with the Dr.’s article.

  173. They’re his friends, he always uses his friends in his work.
    Just because their all black, doesn’t mean its racist

    heres the most racist video in the world

    • You’re right. Just because they’re all black doesn’t make it racist.

      What does make it racist is the context in which the black men are being presented. It perpetuates racial stereotypes, but if you raised to believe that this is how all black men are then of course you’re not going to find it racist.

  174. Mountain Dew is a Pepsi product…which your girl is happily singing their praises all the way to the bank. Oh, what do they call poor Black people…”billy goats”! So for those (Blacks) that don’t have a problem with this image, you more than likely don’t have a problem with being called a bi.tch,, ni@@a, co.on, or a billy goat…

  175. Getting worked up over some stupid ish that Odd Future does is like getting worked up over Jackass – those fools are trolling everybody all the time and they’ve got their own low rated basic cable show to do it with. Don’t take the bait and don’t go blaming Mountain Dew for the dumb shit that comes out of Tyler the Creator’s head. There are real problems in the world and I just can’t waste my time on this wrongheaded fuckery.

  176. Don’t y’all just drink Kool-aid or malt liquor.

  177. Why can’t black people say no to something they know will offend their community instead of taking the check? If they start to, I’m sure the conversation will change about what we will tolerate.

  178. This ad is part of a TV show called Loiter Squad on Adult Swim..It was created by The Odd Future Massive most of who are young black men..If you researched further they are like the black version of Jackass..They spoof everything so no racism here..

    • This ad is from the mind of the Devil black or white.

    • That’s such a skewed perspective, I can’t even…

      Just because black people are behind this doesn’t make it less racist. Internalized racism and misogyny is one of the downfalls of our community that we need to address.

  179. I have never seen a black person drinking a mt. dew! I drink it once in a while cuz I remember the cracker hillbillies on the bottle from the 60’s ha.

  180. Is it still possible to see the commercial somewhere, though it’s no longer being aired?

    • What’s on the ad, does it not happen? Don’t we think the exposure will help quell violence? I hv seen movies where a white was potrayed as a fool or imbecile. It doesn’t make sense what we are lamenting about.

  181. I’ma just get straight hood on this topic – Hey Mountain Dew…Youzza NON-MF Factor! Forever. I don’t like how you taste anyways! and will place this ad around in all black neighborhoods to stop buying your azz. See how you profits go by the end of this year OKAY?????? NON MF FACTORRRRR!!!!!

  182. The problems go deeper. To understand the context of the video it takes study, understanding, experiencing racism first hand, learning about the reality of marketing, understanding the social age shift demographics within Hip Hop culture taking place before our very eyes and who is responsible for it, understanding the view and age of Tyler the Creator and his Crew with their own personal perspective of Hip Hop culture and how it effects/affects the Black Community. Tyler is a young Black man and those young men in the line up are his buddies. Fans of the group know this but your casual pop/hip hop fan wouldn’t recognize these young men from an ant. That’s the main reason why there are all young Black Men in the line up from Tyler’s perspective. They are dressed that way because Odd Future is part of a new generation of Hip Hop heads that don’t go for the all weed, cars, gold chains, big booty strippers garbage that Hip Hop has become thanks to a bunch of old low key racist Jewish men who control the industry by deciding what you get to hear, see and listen too. Making Hip Hop into a joke where it once was powerful enough to have entire movements, million man marches and changes in the public and college level education systems in the world. Their rejection of the gold chain culture is basically what they intended for this video to be; as them basically patronising and clowning what the perception of thug culture and making fun of the ‘idiots’ in it they don’t like or associate themselves. This is where lack of understanding of himself as a Black Man in the culture of White Supremacy comes in hand. Tyler has never went to College for marketing, social engineering, psychiatry and I doubt if he has ever read Fanon, Welsing, Henrik Clarke, or Yochannon. His limited understanding allows him to mentally detach himself from the clowns of hip hop and see himself as something different and so do the fans of his same age and generation. But he doesn’t understand that America and those of us who know better don’t see a difference between a reasonably intelligent young man like himself and the average thug n*&^r! This is where Pepsi corporations’ fault comes in because they have thousands of educated people who have entire think tank labs to do marketing at their disposal. To produce one ad like this it takes a team of lawyers, accountants, directors, set designers, approval for every article of clothing, the actors involved all have to go through a legal approval process that young men like Tyler are clueless too. Not excusing Tyler writing or producing these commercials but let’s be honest this young man doesn’t have a clue about the reality of perception which is why there is so much rape allusion and violent implied misogyny in an ad aimed at his audience for teens and young adults. Pepsi corporation does have a clue and they decided even with all the implied racism and victim status in the clip they still decided to approve a multi-million dollar ad campaign behind it. The deeper questions are where was the person responsible for teaching young Tyler as a young man (his Father) that his position as Black Man dictates how he will be percieved but not how he should achieve in this society and that he should never pretend that one doesn’t have anything to do with the other. Was his father there, mother? Or were they just more nameless victims of the Prison Industrial Complex and Drugs? If one has no knowledge of self. You can and will be easily used by the so-called system and by the time you do gain some sense on your own, it might be too late. Then we have the detractors saying boycott Pepsi corporation? Fool, half the products you buy and the tv shows and movies you watch are subsidized by the same damn company. What are you going to do stop eating and drinking? Stop it. Not to mention this isn’t the first time Pepsi corporation has gotten out of pocket and it won’t be the last. Remember the infamous Superbowel commercial with the Sister throwing a can of Pepsi at a Black Man’s head for looking at a white women? The only solutions I can come up with are teach your children not just the good things in life but about the bad stuff that eventually will happen like people trying to use their lack of knowledge against them and the most important owning your own instead making money for some corporation that doesn’t care about you or your community. You can’t tell me if this was a Black owned corporation and a Dr. Boyce was sitting on the board he would have approved this. But I forget y’all love tap dancing, rapping, singing and entertaining but when it comes to doing the hard work of owning your own corporations or working a shift at the factory making a product, not enough big booty h^%*s and it’s hard to keep a hair net over your hair hat weaves, right? Last I want to address these people on this thread who say it isn’t racism just because you don’t see it or you want to bring up the ye’ olden typical low key racist tactic of the game of what about this, blah blah blah is worse in the community for you to worry about. First you don’t get to define what I consider racist anymore than I get to tell you what kind of underwear you like. Second, stop it. Can we deal with one subject at a time without you bringing up the rain forest, starving children in Africa. Everytime we have to deal with an issue of disrespect in this new form of technological racism here comes the deflectors. You mofo’s really came out the woodwork during the Trayvon Martin murder, now here you come again. We are not saying drug dealing, abortion, sexual assault or any other crime or wrong isn’t a issue. We are saying let’s deal with one at a time and quit acting like there is some hierarchy of racism. Peace family.

    • Your answer is perfect. Most ppl have no idea who these guy are. Im an odd future fan so i know why there are so many black guys in the commercial.

    • Well said. I never heard of this group. While I got the joke I also get the context we’re in as a society and understand why this should have been shelved (or at least done with White bikers and a male nerd victim.

  183. I don’t get how this even relates to Mountain Dew. Fail on all levels.

    • You’re kidding, right? The commercial is for Mountain Dew and the rest of the srticle was inspired because of the commercial. If you really don’t see how its connected you must be blind.

      • I think Barbara is saying she doesn’t get what the ad has to do with selling the product. I’ve seen the ad, perhaps it’s relevant to millennials but as a Gen Xr I saw the soda in the cops hand but no other reference to product..wth?

        • It’s not a millennial thing. My reaction (as a white millennial) after getting through the racism was “what the h__l was the director on to think this would move product?”

          I hear it might be a pseudo-subcultural thing, going for a appeal to the sorts of white millennials who would identify with the goat (the ones who think sexism is funny, try to “act black”, and are generally the lacking-in-empathy ones the news media creates panics over).

  184. I’ve never been a fan of Mountain Dew…Tyler the creator is another puppet for a bigger plan…who’s to say he came up with this whole idea on his own…how do we know he didn’t get specifics of the theme for it…he could be very aware of what the plan was behind this racially driven commercial & didn’t care bcus although he’s black he has some money, some status and make for a good outlet to keep the bs up…he doesn’t care he has what he wants $$$$$…this dog eat dog world is real

  185. I don’t think I’ve ever had a Mt. Dew, most likely never will. That said, “well-known racial stereotypes is beyond disgusting.” The problem as I see it, it’s not sterotypical it’s the way a lot of blacks act and sound and look. You can’t deny it.

    Now I must also say the Mt. Dew people should have known better! Fine out the parent company, Check your stock portfolio, and you know what to do. Then never ever drink any of the products again!

  186. I’d like to make a simple point as to why this video is racist.. The commercials clearly depict a goat.. A brown goat who assaults a white woman because he wants her Dew.. What makes this offensive is this:
    1. The woman saw her attacker – a goat – so why is the lineup not all goats of varying sizes?
    2. The goat speaks with urban dialect/slang which is normally used to depict low income neighborhoods where brown people live- which is so scary to this woman that she runs screaming from the room.
    3. Why are there not brown people of other ethnicities depicted in the line up? the black men in the line up are varying shades of brown but we arent the only brown people on this planet who use slang. The infiltration of hip hop into the mainstream has lent itself to people of every background speaking this way. The difference between us and them is that when they are through playing “black” they drop the slang, and conform to societies idea of who they should be in order to be successful. That can work for them but since we can’t turn our blackness off.. Well you know the rest…
    The ad perpetuates stereotypes of all kinds- black men are scary, black men are violent, ignorant and animalistic.. The fact that the ad is the brainchild of a young black man makes it that much sadder..

  187. Dr. Watkins, you are perhaps correct in you thinking that Mountain Dew figures that this commercial is all right, since a Black man from whom they profit approved of it. But how will corporate, White America know otherwise if those like yourself will not become proactive to prevent such things from happening?

    Then, of course, there’s the pursuit of the almighty dollar. “Bougie” Blacks don’t drink a lot of sodas. We are not their targeted audience; therefore, our opinions don’t count at the bank.

  188. F#%K Mountain Dew….I don’t drink that crap anyway. And let’s blame those sorry a$$ actors who probably would have showed up in blackface just to get that commercial gig if the white man had asked them to.

  189. Will YOUR church family celebrate in recognition of this new Holiday,
    Worldwide Forgiveness Day:

    John has not spoken with his mom and brother in 10 years still mad/angyr. Why not tell that young lady forgiveness doesn’t mean get back with that man that knocked her front teeth out of her mouth !
    How about you helping Evangelist Pamela Cotton from Milwaukee,Wisconsin launch #1st “National Day of Forgiveness”June 7th 2013…we are asking people to wear Red & Black in recognition of this new National Holiday. we are asking 7 Bank/ loan institutions to randomly forgive a loan on this day. Also requesting churches to get involved by having a service and talk about this this Forgiveness! That girl has not spoken to her mother in 6 years, still angry, Mothers fathers sisters, brothers pastors, priest ect …Wear Red & Black June 7th 2013, talk it up! Have a service in your city, wear Red & Black on June 7th, 2013
    cc: NBC, ABC, CBS, TBN, OWN FOX News, 1290 Radio, WGLB Radio Milwaukee, Wisconsin, Congress in Milwaukee, WI and in Murfreesboro, Nashville Tn,Clarksville Tn. He who has an ear…
    Pamela C.
    Is there anyone you need to forgive?
    Can you think of anyone you need to forgive? How about ,does anyone need to forgive you ?
    How do you feel when you hear the name of that person ? Is it someone you must see often?
    Do you forgive easily ? Do you hold on to un – forgiveness…

  190. nobody seems to be letting him know directly just how problematic his video is to race and gender.

  191. The commercial is dumb. I do realize racism is rampant, but there is nothing racist about the commercial. If the criminal was black, why would they put a white guy in the mix? If all the suspects were white would that make it racist too? Some of you people look too deep into things. Grab a Mountain Dew and shut up. Go sue Pepsi Co for being racist and keep it to yourself. This is why we can’t have cool characters like the Budweiser frogs. In conclusion, the commercial isn’t supposed to make sense. It is a marketing scheme and it’s not racist.

    • Thanks for saying exactly what I was thinking! At least someone on here sounds like they have some good sense about them!

    • Hey Andrew and Margaret those of us who are tired of the negative stereotypes that white people conjure up by watching this crap. We never expected folks like you and Margaret to get it! So why didn’t you and Margaret drink the MD and STF up!

    • Andrew if you were ever stopped and frisked, lynched for whistling at a white woman, shot for being in the wrong place, then you would know how right you are it is a scheme, with deadly consequences you asked if they were white, they are never whits.

      • Andrew forgot during 9-11, whites were racially profiled as well.

        He forgot what it is like to be BLACK in AMERIKKKA.

    • Yet the criminal in this case wasn’t black, it was a goat..If your point is to be correct then why isn’t the lineup all goats? The lineup as it is would be akin to saying the perp was a white guy and putting him in a lineup of all Asians.. One of these things is not like the other, right? But in this case add in the voice-over, how the other perps are depicted and now you see the racial overtones.. But then again maybe you don’t..

    • Cracker, go slither back into the petrie dish from which your diseased species was created.

      • @Regina: You sound like a sore loser.

        • @white boy:


          • @Derrick:

            Say what you will but the truth is, I have no reason to be offended by your words. In this world I have every opportunity and advantage afforded me due to my ethnicity; I would never give that up to be in your shoes. I am blessed and you are cursed.

            • @white boy: “In this world I have every opportunity and advantage afforded me due to my ethnicity; I would never give that up to be in your shoes. I am blessed and you are cursed.”

              You went ‘white ape’ on me, eh? Well, buddy get ready to rumble!!!

              What ethnicity are you? You are a COLORLESS, albinoid caucasoid, and pale thang, who was BIRTHED by Black parents out of Afrika!

              Furthermore, you are a REJECTED mutant albino offspring of the mighty Black man, and YOU WERE CURSED with albinoid (pale) skin…you are not ‘white’, you are PALE and COLORLESS!

              I am very proud of BEING the Black Godman, that I was created to be, plus the Black man and woman were created FIRST, and you people came LAST!

              You must OVERstand that BLACK and DARK are the Black Messiah’s favorite colors! The Black Raven was the Messiah’s chosen bird of flight, and Black represents the image of God.

              Lucke 12:24 reads: “Consider the ravens: for they neither sow nor reap; which neither have storehouse nor barn; and GOD FEEDETH THEM: how much more are ye BETTER than the fowls?”


              Let’s take a look at IKings 17:4 which reads: “Drink from the brook and eat what the ravens bring you, for I have commanded them to bring you food.”

              The Black Raven was used by the Black Messiah to bring food to Musa (Moses) at the river. And most people are not aware that Black Ravens MATE FOR LIFE!!!

              The Black Messiah surrouned himself with BLACKNESS. Of ALL the colors of the universe he LOVED Darkness, rather than white because he knew that the color white represented evil, wickedness and destruction.

              John 3:19 reads: “God’s light came into the world, but men LOVED the DARKNESS more than the light, because their deeds were evil.”

              This verse PROVES that the Black God Messiah LOVED his BLACK/DARK people, and hated the white (light) people because he knew that white people were evil, and their dirty deeds were demonic.

              Therefore, YOU ARE CURSED! LEPROSY (whiteness) is a CURSE from the Black Messiah to you caucasoid people. Esau, who was hairy and red was cursed by the Black Messiah. What color do you heathens turn when you get mad like the devil…RED! Didn’t I also tell you, that you people were hairy like GOATS? Case closed!

              Leviticus 13:9 reads: “When the plague of leprosy is in a man, then he shall be brought unto the priest…”

              Leviticus 13:11 reads: “It is an old leprosy in the skin of his flesh, and the priest shall pronounce him UNCLEAN, and shall not shut him up: for he is unclean.”



              Later; you curseth demon!!! I’m show glad I ain’t pale!!!

              • Why was there no farming, animal husbandry, written languages, or mathematics used in apefrica BEFORE the colonialists came. Heck, kneegrows still hadn’t discovered the wheel while Anglos had sailed around the world and the Chinese already had gun powder. It is a proven fact that nîggers are, basically, one step dumber than an amoeba. The amoeba doesn’t need welfare and government handouts to survive, amoebas have evolved.

        • No, you are. You are a LEPER. You are a sub-species of human.

          Now go back to your petrie dish, you disease.

    • @andy:

      If you are a cracker, let me say this: You pale thangs are ALL the same! You are blind when it comes to racism when you animalistic demonic devils practice this dirty deed EVERYDAY!

      If you are a negroid posing as a cracker (to get a response), then you still got it coming. You negroids and caucasoids are so NIGorant when it comes to having common sense, you’re too blind to see the racism these demonic serpents portray in front of your faces EVERYDAY!

      Now, these devils at pepsi have taken the ad down because they have done their dirty work, and they know negroids/caucasoids, such as yourself will go to these camel jock’s stores, and purchase that poison called mountain dew!

      Sugar is a killa! And, it’s worse than crack, as far as addiction is concerned. More people die from sugar intake than drugs, alcohol, and liquor per year! I KNEW A cracker WHO DRUNK THREE LITERS OF THAT SHYT EVERYDAY!!! One in the morning, another one at noon, and the last one at dinner. She died of cancer!

      With that said, take your SWEET azz back to your cave, and drink that billy GOAT’S pizz!!!

      Not only is the commercial DUMB and racist, so are YOU!!

      You worthless, uncivilized, barbaric, heartless bast.urd!!!


  193. Fuck tyler the creator. Fuck mountain dew. And fuck lil wayne. Next.

  194. Mountain Dew & it’s affiliated products are produced by the Pepsi Co. It is time to boycott everything they sell. Since they want to marginalize our image, we need to marginalize their profits. The black community (unfortunately and unwisely) consistently compromise their family health by consuming pop, fast food etc. that are harmful to our bodies. Did you know that you can clean your toilet bowl by pouring in a can of pepsi or coke? Let it sit for a while, scrub then flush. Think what that is doing to your body. Mountain Dew is no better…Boycott this idiot company who are systematically running to the banks off our backs and laughing all the way!

  195. You need to boycott little wee wayne and porkchop ross
    for disrespecting black people. If our people
    diss themselves what do you expect the other people
    do. You get respect when you demand respect from each other.

  196. The code image in this racist commercial is the billygoat!

    WHAT COLOR IS THE GOAT IN THE COMMERCIAL…BROWN (which represents a Black man)! But, what color are the MAJORITY of goats…white; therefore, this coded image of the goat represents the devil (look at the horns and face of this goat), it reminds you of the devil! In code language, this commercial is portraying those negorids, as devils!

    These caucasoids know how to use their coded language, images, and writings to program negroids, who can’t COMPREHEND. This is why these serpents didn’t want us to learn how to read when we were enslaved because we would learn how to READ INTO their stupidity. THIS IS WHY, THEY STILL DON’T WANT US TO READ TODAY because we would know how to DETECT their racist images!

    Goats symbolized caucasoid people in the bible! A goat is a very hairy animal, and so are caucasoids. They have long straight hair like a goat and they are very tempermental and aggressive like a goat.

    Psalm 104:18 reads: “The HIGH MOUNTAINS are for the WILD GOATS; the rocks are a refuge for the rock badgers.”

    A goat lives in the mountains, just like crackers, who once lived in caves. They are one, in the same because goats like to climb mountains, and caucasoids LOVE mountain climbing!!! Remember, caucasians lived in the Caucasus Mountains, and they love to hitch hike in the hills, mountains, and valleys just like a goat!!!

    Therefore, that goat, in that dumb azz racist commercial really represents caucasoids, but as usual, crackers reversed this image! These honkeys are similar to the mountain goat, which has a double layer of WHITE HAIR, a GOATee, and a short tail! Doesn’t that sound like a cracker? They were the FIRST animals, I mean people to wear GOATEES! Don’t they have short azzes (flat), and they once had tails!

    Mountain goats are the largest mammals found in their high-altitude habitats, which reach elevations of 13,000 feet or more. Don’t crackers LOVE TO CLIMB HIGH MOUNTAINS AND REACH HIGH ALTITUDES? Go check out this animal for yourself!

    Just like wild mountain goats, who live in rocky places, ancient caucasoids were associated with hills and caves in the “caucasus mountains” from whence they got their name…caucasians!

    Any stupid azz negroid, who finds nothing wrong with this bullshyt commercial are goats, just like their cracker counterparts…EVIL, TEMPERMENTAL, AND devil-like!!!


    • So you are offended by a dumb commercial and obviously the use of certain words that begin with “N”… but yet you think the way to change things or get respect in this world is to call white people cracker and honkey or devils? What gives you the d@mn right to call me a cracker? The commercial is stupid yes… racist no!! Some people just want to look too deep into everything! If you don’t like it… don’t drink their soda! And get a life and stop imagining $hit that isn’t there! Not all white people are out to get blacks. It just so happens that my best friend of almost 20 years is black. Usually I’m one of the first ones to call out racist crap and I take a strong stand in the fight for civil rights and equality for ALL people. But when someone like you talks the $hit you did in your comment and spews nothing but hatred… like telling the haters to keep on hating… well then I wouldn’t pi$$ on you if you were on fire… you piece of $hit racist!! And even in my disgust of you… I still won’t lower myself to your level and call you the “N” word even though you call people like me crackers!

      • @marge:

        You pink little demonic devil, I’ll have the pleasure of calling you what you really are…a crazy cracker!!!

        Get outta here with that MY BEST FRIENDS ARE BLACK garbage because you’re full of shyt! I get tired of you racist crackers, thinking ALL Black people have to kiss your azzes because your pink, but I AIN’T THE ONE!

        You albinoids deep down inside THINK all Black people are stupid and dumb to your racist commercials, images, and views, but when we OBSERVE your stupidity and NIGorance you turn red just like the devil you are!

        Let me get your azz straight on another thang: BLACK PEOPLE CAN’T BE RACIST, you dumb hillbilly! Only crackers are racist. A racist is a honkey, who practices white supremacy over individuals, groups and populations WORLD-WIDE. And, white supremacy is the ORGANIZED and PURPOSEFUL beLIEf in, and practice of white racial DOMINATION over ALL people, things, places and events!

        EVENTS such as that BOMBING in Baltimore!!!

        You crackers have OPPRESSED, DEGRADATED, DESTABILIZED, and CONFUSED Black people long enough, and I’m tired of that shyt!!! If these weak azz negroids think you demonic devils are ever gonna change, then that’s their stupid azz fault. THEY ARE CON-FUSED!!!


        WHEN ARE YOU DEMONIC DEMONS GONNA CHANGE? Why do Black people ALWAYS have to change when YOU honkeys are the people causing all this RACISM, HATE, BOMBINGS, VIOLENCE, AND KILLING of INNOCENT Black people WORLD-WIDE? You war-like criminals are killing people in Afrika and amerikkka for white supremacy and world domination. You billy GOATS introduced slavery, and started ALL wars!!!

        In a nutshell…FVCK YOU! And, you ain’t worth my stankin’ shyt over your hairy, pale, wrinkled up body, but I will pizz on your pink azz, so you can drown in your sea of LIES, HATE, and RACISM!

        Where my bootlickin’ negroids at to defend this heffa? Come on wit it!!!

        I HAVE SPOKEN!!!

        • Wow!
          I think Derrick has a major case of paranoid schizophrenia! Here is a list of symptoms from Mayo Clinic and he has the majority of them. Man you need some psychiatric help and quick!

          Auditory hallucinations, such as hearing voices
          Delusions, such as believing a co-worker wants to poison you
          Emotional distance
          Self-important or condescending manner
          Suicidal thoughts and behavior

          • Look at your name and it shows how “credible” you are. Just because Derrick and others refuse to kiss the white man’s A$$, it does not mean that they’re paranoid schizophrenic.

            Look at your true history white boy/girl. There is nothing honorable about the white species. Your legacy is based on lying, cheating, stealing, killing and thieving.

            Go back where you came from and leave Black people alone.

            • @Regina:

              These honkeys are SICK! They think I’m suppose to kiss their azzes like these chicken-hearted negroids, who are afraid to SPEAK OUT!

              Back during our forced enslavement; these demons called a Black man or woman, who SPOKE OUT, an ‘uppity’ individual.

              The word ‘uppidty’ to them; meant an ‘unruly’ slave, who is out of place. I AIN’T NO DA.MN slave; I speak my mind!

              Good looking out! You ain’t scared, like these other LIFELESS negroids!


    • Right on, Derrick! As usual you are on point!

      • @Olivia:

        Much Love and Respect, my sister! You Black sisters have more courage, than these weak azz negroids when it comes to these racist crackers!


        One Love!

        • Sounds like Derrick is a racist. But One Love anyway…

          • @who?

            How in the fvck can I be a racist dumb azz cracker

            racist – individuals, groups and populations who believe in, and practice white supremacy and racial domination!

            I ain’t a cracker; therefore, I ain’t no racist stupid bytch! HOW MANY TIMES DO I HAVE TO TELL YOU DUMB HATER AZZ NIQ.QAZ THIS SHYT?

            I get sick of you dumb azz muda/fukas talking this racist shyt! ONLY CRACKERS ARE RACIST, AND QUIT BELIEVING EVERYTHANG THESE FVCKED UP CRACKERS TELL YOU WHAT YOU ARE!

            DUMB AZZ NIQ.QA MINORity!!!

            • I am one glad sister that you said what you said. There are so many insensitive people in this world,if you say one thing that is demeaning or is perceived to be demeaning by certain Caucasians or one of their own,they will go crazy on you believe me I have witnessed this too. They act so holier than thou and front…with their phony selves.

  197. “Mountain Dew” is hill billy slang for illegally made (no taxes paid) whiskey also called “white lightning”
    etc. and notorious for alcohol and lead poisoning.
    I always thought the name was stupid for that association.
    If there was white men in the line up they would be wearing bib type overalls (one strap hanging down) or
    waistpants with a rope knotted for a belt, barefoot and a long beard

  198. Accountability is the key.
    There is a book that covered this called
    “Content of our Character” that which discusses this issue to a T. Culture does not change over night and it is the reincarnation of core values which will allow for the ascension to equality.

  199. yesterday I bought the last can of mountain dew that I will EVER buy! It’s to late for them to say I’m sorry

  200. This commercial just brings to a light the destructive cycle that has existed in the country since black people got here… From the moment they stepped off the boat, they were trained to hate themselves and be entertainment and servants to the white man… so hundreds of years later, despite being given the same laws and freedoms that whites have, a lot of black people still have “slave” mentality that has been passed down through generations and because people are so conditioned to it, they don’t understand the negative implications it has had on black culture… and in that fail to understand that despite the advances in that “cycle”, it still exists. As a people, black folks also fail to take measures to nullify the stereotypes, become independent and more importantly, take some accountability for the fact that we’ve allowed the cycle to continue by shifting blame and feeding the ignorance with our time and finances. So, if you look at the bigger picture… EVERYONE is to blame for this sort of depravity being socially acceptable. Not just the corporations, but black people too. To be quite honest, the commercial was not inaccurate. Meaning, some black men are often seen in lines up, are often dressed that way and are often intimidating… where racism comes in, is when corporations take the depravity of a segment of people and apply it to represent the entire bunch created more separation and hysteria… Tyler should have thought better of himself as black man and not about the dollar but when you have slave mentality… and no self-worth, then you’re bound to do crazy things for money… Pepsi Co. is a company. All they give a shit about at the end of the day is a dollar and in that you can’t expect them to care. They’ve been selling unhealthy products for years. That let’s you know just how they feel about their consumers. America is corrupt, so moral accountability is out the window… Bottom line here, finger pointing will do nothing… accountability rectifies more problems than blame.

    • @Me: What an excellent comment. Very thoughtful and, in my opinion, accurate. Everyone on this forum should read what “Me” had to say and really think about it. He’s completely on point.

    • @Me: “EVERYONE is to blame for this sort of depravity being socially acceptable.”

      DON’T INCLUDE ME with ‘everybody’ because I’m not out here trying to love these crackers. Change that sentence to “NEGROIDS are the blame for this sort of nonesense” not CONSCIOUS BLACK PEOPLE!!!

      I’ve been a Rebel ALL my life, and was IN THE MOVEMENT, not on the couch, or the sidelines! I have the bruises to prove it when I was hit by racist pigs with their billy clubs. Back in the day, we didn’t worry about being ‘socially acceptable’ with crackers because WE HAD OUR OWN PLACES TO GO, AND DIDN’T WANT TO BE AROUND THOSE devils.

      Unfortunately, these new-age slaves today, have been CONDITIONED to remain silent when honkeys treat them like dogs; all they’re going to do is sing, dance, and pray…that’s it. OUR GENERATION BACK IN THE ’60’s WERE NOT SCARED TO REBEL!

      We had ‘message music’ to listen to; not this

      Today ALL this garbage these negroids are hollering (they ain’t singing) about is SE.X, DRUGS, MURDER, AND VIOLENCE, the complete OPPOSITE of the music we grew up to listen to, back in the day.

      This is the MAIN reason negroids are so fvcked up because of this garbage these no dressing, no singing, no conscious negroids are jumping up and down about! ALL you see SOME (NOT EVERYBODY) of our youngsters doing is having ‘SE.X’, TAKING ‘DRUGS’, ‘MURDERING’ EACH OTHER, AND CAUSING ‘VIOLENCE’ AGAINST THE YOUNG AND THE OLD!!!


      Just look at Lil’ Jayne, and how degraded Emmit Till…this pu.nk has no knowledge of his past! And, we have youngsters listening to garbage like this, and acting it out!!!

      In the future, NEVER say, or include the word: ‘EVERYBODY’ because none of us think the same, act the same, or are out to ‘socialize’, and ‘integrate’ with these heathenistic crackers!



      • correction: Just look at Lil’ Jayne and how [he]..^

      • I am starting to think Derrick is a large stinky
        white woman on welfare, she sits at home in front of her computer pretending to be black to get attention.

        • @bobby: “I am beginning to think…”

          The first thang you shouldn’t do is “THINK”! You honkeys have no mind, and this is why your so dumb. YOU’RE MINDLESS!!!

          I see you’re another cracker calling me WHAT I’M NOT!

          You filthy crackers HATE the Truth I speak about you demonic devils…don’t you? You ain’t NEVER had a BLACK MAN speak up and speak out like I do. I treat you demons like this on and off this computer!

          Well, I don’t give a husky fuk because you racist demons KNOW what I run down about you heathens IS NOTHING, BUT TRUTH!

          Now, dig your pale slimy azz back into your rat hole!!!

          DON’T EVER “THINK” THAT I’M A STANKIN’ worthless cracker!!!

  201. Not only is this awful commercial racist, it’s like a PG-13/R rated piece of film. The theme of bestiality, rape/aggravated assault, and intimidating the victim is a bunch of crimes at once. Yuk.

  202. Someone should have done their homework before writing this article because it is a series of commercials& in the first one the goat beats up the waitress and chases her for more Mountain Dew. In every commercial he is called a nasty goat and the waitress is the white lady in the referred to commercial who is identifying him for beating her up. ABSOLUTELY NOTHING TO DO WITH ANYTHING SEXUAL. It amazes me how so many people get into a huff and want to boycott a company because you not drinking Mountain Dew is not gonna solve any problems in the black community, if you’re truly looking to solve something start mentoring and teaching these kids that school and work will get them way further than violence and drugs but Im sure blaming everything on Mountain Dew is much easier so carry on people.

    • It’s simply digesting and if you can’t see that then you my dear, have a serious problem!

      • I would guess you were trying to spell disgusting unless you just ate the commercial. If you are trying to insult someone next time pull out a dictionary first. With that said, I have nothing AT ALL left to say to you, I’ll just laugh at your future posts without responding. Thanks for the laugh though.

    • I would not have put it quite so flippantly, but I agree with you. If you view the commercial in the context of the series of commercials, it is not quite what Bro. Boyce makes it out to be. Should we be concerned with how we are portrayed? Sure. But it doesnt serve any positive or progressive motion if we are not dealing with what is actually there. The folks responding subsequent to Bro. Boyce, are fired up and fueled by his false interpretation of the commercial.

    • Kara the fact that all of the suspects were black is a problem for me and it sould be for you. By the way I am an educator and I mentor students . I’m also a volunteer with scouts . I am raising a son and it break my heart that this is the images that he is bumgarded with. It doesn’t just affect the black community. The majority of my students are not black and these images creat an opinion for them.

      • My point was the commercial was taken out of context& made into something it is not. The commercial as a whole is ridiculous. Am I angry about it? No, because there is going to be ignorance where ever you go and I too have a 13 year old son who Im raising who Im sure will see this commercial and I will tell him people are ignorant just make sure you’re not one of them. My main thing is the way the author of the article chose to misrepresent it because while I was reading the article I could not believe Mountain Dew had the audacity to put on a raping goat and then I saw that it is a series and the author chose to take the one commercial out of context. To me it was made to be an attention getter and as we see, it is… Mission accomplished.

        • OMG, please let’s not try to rationalize this mess. Regardless of the story line, not everyone who sees this commercial will be aware that’s it’s part of a series. Even if they are, the “goat” explicitly says, “YOu should have given me some more…I’m nasty”… Now let’s not be dense. We all know what this is alluding too. Really sick that this seems to be targeted towards teenage boys.

  203. Codrington C. Dapp

    For all of you people who say that this is not racist, then you shouldn’t have no problem with a commercial where all of the perps are white, and all of the cops and good guys are black….it’s NO COINCINDENCE that all of the criminals in this commercial are black, and the good guys are white…seriously feeding into racial stereotypes…black people are not the only people who commit crime in this country—so, why are all of the perps in this commercial black?..I will never buy Mountain Dew or any Pepsi products again—they have a right to put out this garbage, and I have a right not to buy it…

  204. Oh please. Instead of getting mad at Mountain Dew for supporting/airing Tyler’s commercial/sponsoring Lil’ Wayne’s tour, why aren’t we getting mad at Tyler the Creator for creating the commercial in the first place, or Lil’ Wayne for writing derogatory lyrics about Emmett Till?

    To me, their ignorance is the greater problem. But it seems easier for us to be more outraged by amorphous “white corporations” and “white media” while not holding our own people to higher standards of behaviour.

  205. stokeley newton turner

    mountain dew…is nasty anyway…plus the drink is very unhealthy… this for most should be easy….but you will always have a few…that just do not care…about the implications…of not making your voices heard….these ‘house,hog head chesse eating….smoke out the sock,synthetic muts….have historically sided with the enemy….and literally have held us back from being all that we could be….to those individuals that fit that shoe….your day is coming…..f..k lil wayne and all his funny odd ball…hog maw lyrics….and any body who looks like this et goat looking kneegro!!

  206. Stupid Commercial.

  207. Given the comments and disgust, I created a petition to press PepsiCo to formally respond.

  208. Can someone explain to me why this is ‘racist’? Somehow, I get the impression that most people in here don’t even know what they’re getting worked up about: they just feed off the energy of seeing comments in all caps.

  209. Boyce's play cousin!

    Look at all you angry black people talking down because people have their own opinion of the topic.
    Calling people stupid and ignorant because you yourself refuse to call a spade a spade.

    Why not push the cause to get blacks to stop objectifying women in videos?

    Get our black sisters off the pole and out of the strip club.

    Tell brothers to stop capping their teeth and sagging their pants to their ankles.

    Stop in fact killing one another, selling drugs in their own hoods, ending up in the police line up looking like the characters in these videos etc etc..

    Black jackasses love to come out swinging but never address the internal issues that drive the stereotypes in the first place. Then get mad when the truth is presented at the expense of whoever has the most money!

    Your arguments are idiotic and does nothing but allows you to vent for your own edification. Go ahead and boycott Pepsi.. I like coke products anyway!

    • I am sure no one held a gun to these guys to participate in this ad–some are willing to do anything for the almighty dollar –and some will prove to us that we can be made to do anything—it could be their version of YING-YANG—while we’re YINGING they’re YANGING or visa versa—-“The beat goes on”….PEACE!!!

  210. those boys are all members of Tyler, The Creator’s group Odd Future ( or OFWGKTA ) they’re dressed very similarly to how they normally dress, Felicia the Goat is a big thing with Tyler it has nothing to do with the black man being equal to animals. Tyler is just weird. Also, if you catch yourself deciding this is racist.. remember that Tyler A BLACK MAN came up with the concept, the casting, the outfits, all of that.
    its irritating to see a bunch of black people shouting “RACIST” over the dumbest things, especially when its not even racist…that sets us back as a unit more than anything else.

    oh & by the way… the only person who can make you feel inferior is you. You accept the criticism , the racism, the prejudice and congratulations! guess what, you’ve made yourself into everything you’re so angry about just by taking it to heart.

    “The world will not be equal until there is one race: People.”

    • Sierra,

      I am glad to get some clarification on this because I was pretty upset about the whole ad. Now that being said, I am 48, white, mother of a biracial child and I feel I “get it.”
      This ad is offensive and is an insult. What is does is prepetuates racist sterotypes that many have been trying to break down for years and you know as well as I do some of my white borthers and sisters and I use this term loosely, are not as intune to the struggle. Because the artist is quriky, black and a goofball does not make it alright. Someone should have known better.

  211. Dr. Watkins is no activist, he’s just feeding off of the negative energy. Don’t be fooled by men like him, all they care about is increasing their user base and getting that AD REVENUE.

  212. This article is 100% more racist than the commercial itself. Way to sensationalize the title in order to draw more traffic to your sub-par (at best) blog. You are doing more harm then good, when you throw around baseless accusations of racism. You should really think about the negative impact that you have on the black community, and the world as a whole, when you publish trash like this.

  213. Charles in Warrenville

    Look on the brighter side. Mountain Dew poisons the children who drink it. Mountain Dew Mouth is a recognized medical result that afflicts children, especially poor children, in Appalachia. Most of these children who lose teeth before finnising grade school, are white, not black. So, if this ad keeps black children off Mountain Dew, I say Hooray! Just wish Mountaiun Dew would put out an ad that is equally offensive for whites. No child should drink this poison.


  215. These companies do not care who they offend, it is merely Entertainment and instant cash flow for the company!

  216. The most ignorant commercial I have seen. What did it have to do with soda???

  217. Sometime I feel like a lot of us (black people) go around with the intention of finding racism in everything. The commercial wasn’t put out to be racist. The criminal line-up consists of members of the group OFWGFTA aka Odd Future with Tyler, the Creator portraying Felicia the Goat. What’s so wrong about putting your friends and group members in your commercial. If this commercial was done with white people instead of black, I’m sure you all would be in a huff about THAT being racist and derogatory.

  218. …What “black community?”

  219. Isn’t it interesting how quickly we respond to things perceived as racist and point the finger with allegations and accusations about a company. Think of the products you’re going to boycott, not just Moutanin Dew or Pepsi. Let’s throw in Gatorade, Lipton, Tropicana, OceanSpray, just to name a few. If the intent is to boycott Pepsi products, then be all in and understand what that means and the impact on your lifestyle.
    I’d also invite us to consider the actor’s in the commercial. How easy is it to chastise Moutain Dew?Those actors, I hope, had to know what the script was going to be. I’m hoping they were informed of the scene before the actual shooting. Why not have a conversation with them on how could they be in such a commerical? Where is the pride, the integrity, the value for a culture and a people that has suffered the injustices of racial degradation for too long? How much did they sell out for? Why aren’t we having this conversation with them? If we’re going to implicate someone/a company or product for this commercial, then let’s consider all variables and treat them equally.
    If we are to move forward, then we must take the shackles mis-value off our minds and ask ourselves what are we worth?

    • Brother I attempt to bring up the same obvious points on stories like these and I’m labeled a self hater, Caucasian, and many other epithets at the expense of those who want to control the collective thoughts of people that can’t think for themselves. Look at the comments already as they pertain to this article. People know full well they have a Pepsi in the fridge right now!!

  220. when a black man gets educated the first thing they say is fuck them stupid niggers and they begin to think white and most of them even feel white it reminds me a 97.1 the ticket Terry Foster he a black man teamed up with a white man that constantly calls him names put him down talk about Detroit like a dog and the people like they hate us a black man that talks about black people in a negative way is a bitch to me got to find a way to be equal or independent because pretty soon there will be only old black men because all the young ones are in jail or dead. I love Detroit don’t believe everything you see in the media its all bulls##t we not lazy we not stupid our personality has been stolen by the media everything you see is a bunch of lies needed to keep us blind to the mass incarceration of are youth I wish you could see what I see this breeding ground for the prison system

  221. Uh, there are so many problems with this commercial where do you even start? The racial aspect is clearly disgusting, but not surprising from any corporation, much less pepsi co. Remember, as long as you keep buying their product that’s all they care about. Secondly, the creepy rape threats don’t bother anyone? Talk about triggering and completely inappropriate. I guess the fact that they are furthering the harmful stereotype that black men are violent rapists is the more harmful issue, especially since white men are just as likely to be the perpetrators of violence yet are rarely shown as such. It kind of freaked me out that no one even seemed to notice how messed up it is to make some kind of joke out of rape and violence, though. Either way, everything about this ad makes me nauseous both as someone who finds the racial undertones disturbing and as a survivor of sexual violence. We need to fight back against things that teach that men should be violent, or animalistic, they are clearly harmful on many levels.

  222. For those who have eyes and ears we simply turn it off, don’t purchase it, don’t entertain it and we move on and lend our positive energy to where it can be most beneficial. There have always been sell-outs, willing and ignorant who will do just what those who look to tear us down want them to do. As far as those people who are unwilling to admit that there has always been a plan to destroy the black man, just read how to make a slave by Willie Lynch and wake up. And my last comment is to the person who said this is what you support every time you purchase a rap song, that is probably one of the most ignorant broad sweeping accusations I have ever heard. You are obviously listening to the wrong stuff. There are lots of good artist but you won’t find them on your local sell out radio stations.

  223. Responsibility, I agree with Everyone else, but to add, we’ve failed to accept the responsibility that is historically, and naturally ours. We, as Black Men, we, as the descendants of those who struggled against such Tom-Foolery, against the boot licking head scratching, but kissing, “I’ll do it boss”, images, and personalities, have fallen into the trap of capitalism; we’re do anything for a buck. The funny thing, we love to use the belittling terms; we love to call people whores, and hookers, but we have become the biggest prostitutes on the planet. Perhaps if we’d read a dictionary from time to tome, we would know what we are saying, and are being..

  224. This is unbelievable and totally unacceptable. There needs to be mass boycotting of all Pepsi products. I think that they make Mountain Dew, although my immediate family,friends and I have stopping drinking soda. We need to get the word out nationwide to boycott and protest this tragedy. We should use radio show host like Michael Baisden, Steve Harvey, and Tom Joyner to talk about this disgraceful act on their shows. What can I do to help make it know that this ad must be pulled.

    Thanks, Wendy

  225. Mountain Dew is “aiding and abetting” in the destruction of a generation by using street slang and a hip-hop artist as its co-defendant.

  226. Most RACIST? Anyone remember the, “KIA SOUL” Commercials? “You can deal wid dis or you can deal wid dat”! Hood Rats driving around in a KIA. go figure!

    • Yes Tony!!! I actually found that just as offensive as this particular commercial (although I haven’t seen it as yet). Not only “hood rats” but break dancing as well. As a general rule I don’t watch commercials as they are a means to sell us thinks we don’t need with money we don’t have…#digusting





    Mountain Dew is produced by the PepsiCo, Inc. PepsiCo is a huge company that is behind products such as Tostitos, Lipton tea, Fritos, SoBe, and Sun Chips

  228. Boycotted Lil Wayne’s dumb ass. Boycotting Mountain Dew…who’s next? Im saving money and fighting the “man”…hahaha! dumb asses are killing they own traps. and they used tyler the creator….boycotted! No problem. He played hoe to a company pimp

  229. I hope we stand up and so something about this by boycotting with our dollars. Too often things like this happen, we get ticked off and they blow over. This needs to be addressesed and the commercial pulled. We need to DEMAND that it be pulled and need larger voices to help us do so. Dr. Watkins??

    • Mountain Dew is produced by the PepsiCo, Inc. PepsiCo is a huge company that is behind products such as Tostitos, Lipton tea, Fritos, SoBe, and Sun Chips

  230. It doesn’t matter that the creator of the commercial was black. Pepsi should have used better judgment than to use this garbage. They have lawyers, advisers, etc. to tell them when something might be a little bit too controversial to air. On the flip side, a large number of black folks represent commercials like this on a daily basis with their ignorant behavior, social skills and demeanor. We have become entertaining monkeys in our society. If we don’t take ourselves seriously, no one else will either.

  231. Dr. Sylvia Crudup

    This is simple. Just stop buying the products. You DO NOT have to have them.

  232. No more Mountain Dew or ANYTHING from the parent company. It makes no sense just to boycott a FLAVOR, we need to boycott the COMPANY, which is Pepsi Co.

  233. Are you kidding me? I should get a life for even reading this vacuous article. Tyler the Creator is an ass hole, so of course this the type of work he creates. Get over it. I don’t really find it amusing but I also understand that people have to be free enough to say whatever it is they wish to say within the scope of reason.

    • Within the scope of reason? You think this is creative licensing at work here? If Tyler the Fool keeps releasing this type of garbage for public consumption, then we will protest. I already don’t purchase most of the PepsiCo products, but now I will boycott fritos and the other crap they sell and I’ve already contacted my oldest boy (mid twenties) to spread the word among his tons of friends to do the same.

      May I ask why these types of ads? Why Little Wayne? Excuse the generic term ‘they’, but those in power refuse to represent us in a decent light – why? It’s easier and less competitive to show us as animals. I get so tired of having to prove that I’m just a NORMAL human being. THESE stupid ads only make things worse in furthering the stereotypes and dealing with the repercussions.

      • OMG lady, calm down. Why do we have to be so darn sensitive? It’s like just a commercial- and a not very good one at that. If you think these little 1 minute internet slots are bad for black perception, just wait til you tune in to this little show called reality- where many black men do look like the black men do look like the ‘ratchet’ fellows in that police line up. But I digress from the point I was trying to make- it’s just a freaking commercial.

  234. If the actors allowed mountain dew to use them like this, what does it say about them, it’s a money thing as usual money talks to actors

  235. Don’t buy the product.

  236. That is crazy! I use to love Mountain Dew but not any more! When I went to the link for the video it has a paragraph at the bottom saying that the rules in the streets say “snitches get stitches”. Who is this person and what makes them think that this was a good commercial to put out? It was just stupid and ignorant. If something goes down in your neighborhood you should want to get it solved because if it doesn’t it makes it worse for your area and you could be next. Its clear that if things are happening in your area that are bad and no one tells, what makes you think that they still wont do the same thing to you?

  237. If we owned our own softdrink beverage company this wouldn’t be an issue. But nothing will change because we’ll keep giving our money to companies who don’t give a damn about us. It’s a continual psychosis.





    • Farringtonsmyname Jewellthief

      Sorry to disappoint you, but not ALL BLACK WOMEN approve of that ‘message’. Please stop the generalizations of black men and women; to divide is to destroy….

    • Love My Black Husband

      Do you even know what your talking about, all black women don’t like black males, first off all not all, just some just as the other way around. It’s not right either way, but that doesn’t mean it’s an excuse to make a stupid comment like that.

    • You obviously are a black woman since you alone know what all black women think.if you are black sad to hear your thinking of your mother and other females in your family.if you are not black, I wont even consider your comment or you as a source. I stopped believing you long ago

    • Wow Shaun, you are ignorant. Also, I don’t believe you are black (I’m hoping and praying that you aren’t) and lastly, WHAT THE HELL DOES YOUR DUMBASS COMMENT HAVE TO DO WITH THE ARTICLE? Seriously? WOW!

  239. Boycott time, The hell with Mountain Dew! Isn’t Mountain dew a pepsi product? No more mountains dews or pepsi products of any kind in my house

  240. Well, I’d have to agree I don’t like the commercial at all it’s distasteful to say the least however, I don’t agree it’s racist. I think it’s more of the creator playing to familiar stereotypes. Additionally, lets consider this: an Asian women is attacked in the streets of China Town in DC and describes her attackers as young Asian men between the ages of 17 -18. If a suspect(s) is caught in placed in a line up wouldn’t the other suspects be Asian to? Absolutely! So, maybe this commercial is about a women who was attacked by black men it’s not impossible just as its not impossible for an attacker to be African American, Puerto Rican, White, Asian, Jewish, Arab, etc…. You get the point!

    • Sure Malik, you can pretend they are any race you want. RACE
      IS NOT THE PROBLEM. It’s the goat. Black people were depicted, treated and legally classified as animals until the late 60’s. How the hell do you think any part of this is ok? maybe if you felt the whips and chains and police dogs and lynching and murders instead of our ancestors you feel different. It crap like this created by a black man chasing a buck and people like you justifying and cosigning for it that made our lives so difficult in the first place. YOu spoke like a first rate SELLOUT! Hope you’re proud of yourself when your child has to live in the world you are creating.

    • Malik, I would agree with that if we weren’t classified or degenerated as animals and less than human MOST of the time.

      The difference between Asians and us is that they are considered the model minority and depicted as smart and hard working. They are also accepted (nearly 100 percent) by the white community. I work with Asians and I see how they are treated – like one of them.

      We on the other hand are treated suspiciously – even if we are educated, have families and are hard working. It doesn’t matter, we are still depicted as animals and are treated as sub par.

      As an older woman – when I sit with white folks, the first thing they want to do is start trying to be cool and sing rap songs – even though I AM NOT of the same generation – ridiculous.

  241. I was looking to see the video on this site to see what was going on. You don not have it on this page, when you have it, post it. So I will ignore it.

  242. I’ve never heard of this guy Tyler the Creator. I had to do a google search to find out who he is. This is the price we’re paying for integrating and not doing for ourselves. Blacks in the media are simply appeasing their white benefactors. White racist in the media are simply doing what they always done. This is what happens when we beg for crumbs (integration) from people who hate you.

    These aren’t white people in blackface. These are dumb negro entertainers who will do anything for money and a job with white America. This has been going on since the days of Birth of a Nation and Stepin Fetchit. We can cry about white racist all day but these are the same white racist many so call black leaders advocated integrating with. We were sold this BS that we are not complete unless we live next to, work for and depend on whites instead of ourselves. Somehow integrating with white racist were going to make them sensitive and understanding us. At least that was the plan by these self appointed black leaders controlled by whites. All white racist did in the name of racial diversity was pay black cowards to do their dirty work when it comes to racial propaganda. We see this with black rappers, singers, comedians, actors and even black journalist. This so called “Tyler the Creator” is no different than an organ grinder monkey.

    We have serious problems in our communities that we are not addressing. This type of racism by whites AND BLACKS is a example of black people not taking charge of our own destiny and relying on others to do it for us.

  243. It only makes sense that all the people in the line up should be one color. That is how it is always done. Several people who basically fit the description of the perpetrator get lined up. So, the fact they are all one color is expected.
    To call this racist on that fact is not reasonable. However, their attire is something I’ve only seen in Hollywood films. That is the work of someone who never lived in a problematic black neighborhood (I have).
    This ad is likely just an effort to get free viral marketing. Later, they will claim a marketing agency hired for some “suggestions” leaked the ad accidentally. That is what they always do.
    Corporations lie. Hollywood is mind control. Instead of looking at these ads, look at the people you actually know to determine your perception of reality.

  244. This is not good…the human race is getting to the point of unbelieveable evil…we must put a stop to this nonsense….we are destroying ourselves have we no morals?

  245. So if the commercial had references to the Boston Boombings or the Columbine shootings then its an issue because it touches the fabric of America. But using degerading references of a race in America for purpises of making a profit is not a problem.

    And ‘NO’I do not see any degrading references of the White race used in commercials. And when any message portraying whites in a bad fashion is used, specifically in movies… We’re told we need to forget about it. That was the past…. Let it go.

    Preach to the Choir!!!!

  246. Boyce's play cousin!

    If the video was created by Tyler the creator and those are his people wouldn’t making this out to be racist kind of idiotic? Does everything have to do with making black people look bad or is this an attempt to get people to click on the link so that your paycheck will remain intact? We can laugh when black comedians talk trash and make stereotypical jokes about everyone on the planet but watch out if the jokes is on us even if it’s created by us!!
    And for the record black thugs in the lineups be looking just like these fools making the video!! Wait let me guess: just because it’s true doesn’t mean it has to be put on display right?!

    • Your argument has no merit whatsoever. God forbid if blacks are not laughing at stereotypes about our race, WE are the problem. O-kay. It wouldn’t be so bad if these images didn’t have an association mainly with Black America. And what is this nonsense about black comedians making jokes on other races and we’re okay with that. Um, I have heard plenty of white comedians make jokes about black people and we are not getting upset or screaming “RACISM!” Comedy is an art form and I have seen it from every race. So, please lets drop the whole angle about what black comedians can say and how blacks cosign with them. You must be white to say that shit because this is the ONLY type of nonsense I read or hear from white people. The commercial was stereotypical, ignorant, and dumb. Perhaps with the vast majority of white America and other races didn’t hold such a disgusting view of blacks, these images wouldn’t be so bothersome. But quite frankly white corporations and white media would do anything to play on their sick fantasies of how they perceive blacks to be. I would say more, but you’re not particularly educated on this topic.

    • Know the difference

      I agree with u sir! I live in one of the worse.neighborhoods in Harlem NYC and I dnt c a change in my community.based on what they know society expects from them. The fact that they used blacks can be am argument but that’s it. Even tho its a stereotype its a true one nonetheless. Until we take responsibility for the stupidity we sit back and allow our people to gt into we are just as guilty. We laugh at Love and Hip Hop but shows like that are why we gt treated the way we do now…most blacks will do anything for a dollar…Fuck ur girlfriends friend on tv, talk abt the ppl that helped u and basically spit in their face. Showing that all black women want is money and not respect or anything else…Stop being the bad example for your community to follow. U dnt c them making whites look stupid and when they do the white ppl are instantly famous ang glorified ie. honey boo boo, Kim kardashian, and all of this Bachelor / bachelorette they make sure they gt the maximum for what they put out…stop getting short changed wake up and Get a grip pn what ur worth instead of how much u can make

      • True to My Race

        Thank you.

        People, read and read again the creator of the commercial. There was an article yesterday regarding the role Samuel L. Jackson played in Django Unchained, asking are there any “Stephen’s” in today’s society. Yes there are, the creator of the commercial and the writer of this article. Our local news channel ran a story on how black females are portrayed on reality shows. One cast member commented they are being portrayed as dumb, stupid, ghetto and etc. The first thought that came to my mind was don’t get on the show. A commenter stated, most of it is about the money. That old saying “If we don’t stand for something, we will fall for anything”, especially when money is involved. Hold true to your integrity, morals and values, which a lot of African Americans DO have.

    • The problem with that is as a whole THAT is the way white people see us. So, if we’re gangsters, idiots and fools and YOU accept this, then is it no wonder that we have the HIGHEST unemployment rate in the country. Breathe, sigh, roll eyes in the air – don’t you understand that? If we are willing to depict ourselves as that – then WHY would anyone (those in power who have the jobs to hire us) take us seriously?

      We haven’t put our horrid past in the proper perspective yet to poke fun at ourselves in this way when we are STILL SEEN and treated like animals. Did I really have to explain this to you? Where do you live??

  247. Welcome to the world of things that make the most noise and not the most sense. The ad is about a suit wearing goat and the White lady is scared of the goat who’s making threats

  248. One problem is the cowards making false remarks about black men I guess all white guys are terrified, money grabbing, rapist homo sexuals who want all the black attributes but none of the proroblems created by the former cave dwellers, and for the fake black men hating on black leaders, what the f_ck are you doing about it? What was that oh thats right! Nothing! If we left it up to cowardly black
    men like you and tyler the lost, confused, willing to sell out for a buck, prostitute, destroyer, because he hasnt created anything brilliant! We would still be picking cotton! Evil has an expiration date! That goes for caucasion devils, black devils, and anyone else who is a child of satan!
    Western satanic philosophy is killing everyone, black,white, and other! The best thing that could happen is the world to end! Scorched earth! Mountain Dew can go and kill themselves! I havent taken a drink of that poison in over 20 years! Im so glad I woke up!

  249. I drink mountain dew, but I don’t like that ad if I find it to be true I
    personal will not buy it.

  250. talk about real issues

    I dont have a problem with the commercial I do have a problem with black leaders and organizations speaking for the community and arguing frivolous issues instead of whats truly plauging our communities ” we have allowed the scum of our race be in positions of power to speak for us” Kwame Toure

    • Are you serious? You don’t have a problem w/ the commercial? then YOU are the problem….

      • i agree with you completely half the people commenting on here sound so stupid and idiotic, mainly defending it because its “Tyler the creator” some idiot color struck black boy running a round skate boarding with his crew imitating white boys who created jack-ass.

  251. The trouble is Tyler the Creator…the author of the commercial is black. Does this make him racist? I usually like your commentary but I think you could of done a deeper dive on this than to simply label it as racist. What does it mean when a young black male creates something like this?

    • It means that a young black male hasn’t been taught or doesn’t understand his history and how what he has “created” is racist and perpetuates the most racist stereotype!

      • Boyce's play cousin!

        Really? Is this always going to be the excuse? How could you possibly know what he’s been taught? It’s about the dollars. He could care less about history just like the rest of the people making money!

    • Agreed. Watkins should’ve done more digging before going all politically-correct crusader. If he thinks this is the most racist ad in history, for god’s sake, keep this delicate flower of a man away from any history books.

  252. this would be sad if it were fictitious but it’s real and that makes it even worse

  253. Dr. Boyce Watkins, it continues. Profit over progress. Cooning over consciousness, more Ape-ing and monkey-ry to appease and acquiesce to commercialism. Watered-down Hip-Slop that feigns to shock — but which can barely disguise its modern day minstrel show roots.

  254. The black men in the line-up are from Tyler, the Creator’s crew, Odd Future. Not saying that should make it better or worse. Just an FYI.

    • THANK YOU!! I was wondering why this post did not mention who WROTE and EXECUTED the video. This is a product of TYLER THE CREATOR, sponsored/endorsed/funded by Mountain Dew. Call a spade a spade.

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