Tyler The Creator Trolled Mountain Dew And Even A Middle-Aged White Mom Like Me Can See That

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Tyler The Creator Mountain Dew AdI’m writing this from my own perspective, so bear with me here, because my perspective is that of a middle-aged, middle-class, white woman who advocates against violence against women and rape. I can’t write this from the perspective of a person of color, or from the perspective of a young, male, person of color – because I’m not one. Despite the fact I like to think I’m well-versed in pop culture and what the kids are into these days, I will never know what it’s like to be a young, black fan of Odd Future and Tyler The Creator. Although I am old and white and a woman, even I know that letting someone like Tyler The Creator create advertising for your brand is a bad idea, even if your brand is trying to appeal to the Wolf Gang Kill Them All Nihilist Gamer-Fuel Raging On Kill People Burn Shit Fuck School demographic. But someone at Pepsico decided that letting a man who has penned lyrics like:

Cause every girl I deal and f*ck, it’s always against her will


Rape a pregnant bitch and tell my friends I had a threesome


Got that Virginia Tech swag, shoot up your school and laugh, bitch

was the perfect person to represent the brand Mountain Dew to the 12-20 year old demographic.

Tyler The Creator is problematic. The ads created are problematic.

[youtube_iframe id=”T8-SaUrvQck”]

I’m not going to get into why this ad is offensive, because Dr. Boyce Watkins over at Your Black World has done so here:

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 assaulted 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 beat and s-xually assault you again).”  Shaking in fear, the woman runs screaming out of the room, worried that testifying is going to get her killed by this demonic negro goat and his thugged-out sidekicks.

Already being called “The Most Racist Commercial In History” the ads have been pulled from the Pepsico You Tube Channel.

I like Odd Future and Tyler The Creator, as much as a middle-aged white woman can like their special brand of completely insanely homophobic and misogynistic horrorcore. I like the fact I can’t understand why they do what they do, the blatant use of racist, classist, sexist, homophobic, violent imagery depicted in their music and their videos. I think it is healthy for kids to have something their parents just don’t understand, especially when one acknowledges that Syd The Kid and Frank Ocean , both OFWGKTA affiliates have both been bravely and openly honest about their sexuality, and when you take the time to listen to a lot of Tyler’s songs (Answer is a good example you can’t just dumb the collective down to being a mess of asshole kids who like to use the word “faggot” a lot. But the idea of Tyler creating any sort of ad for Mountain Dew that would be “air-able” is laughable, because he is far too complicated and far too controversial and far too rape-y to create soda ads. He just is. He is smart and charismatic and talented and ground-breaking and infuriating and utterly offensive. I have no idea how much of his hatred is sincere. I don’t even think it matters, because he is not creating art for me. But he is trying to sell soda to my kids, and nah, I won’t be exposing them to something this racist and misogynistic and ugly. Here’s the deal, I may be a white, old parent, but I am a parent, and these days most of us parents, regardless of our age and race, are trying hard to raise humans who aren’t violent, hateful criminals. We teach our kids not to fight, bully, rape and act like animals.  Even if Pepsico doesn’t know better, I really think Tyler does. His type of controversial work doesn’t translate to a 30 second soda ad. And if a middle-aged white woman is smart enough to get that Tyler just trolled the hell out of your soda brand, and even though he has gotten Mountain Dew publicity it’s probably not the type of publicity you want, you may want to think a little bit more carefully the next time you hire a celebrity to direct your soft drink ads.

(Photo: You Tube)


  1. Pekoe

    May 2, 2013 at 10:03 am

    He’s straight up a dick. I had to unfollow the dude from Twitter cos I was sick of every tweet he made containing the word “Faggot” as an insult.

    • Eve Vawter

      May 2, 2013 at 10:10 am

      HA! I did too, for every tweet he made that was smart or interesting or entertaining, he would then tweet about feces. BORING.

    • Andrea

      May 2, 2013 at 12:37 pm

      As an Eva twitter follower, I can’t believe the shit that is spewed towards you over there. I just can’t comprehend that there are THAT many douches out there that think being a sexist asshole is the ultimate swag. WTF. Seriously, W.T.F.

    • Eve Vawter

      May 2, 2013 at 1:58 pm

      But it’s amusing no? haha. My twitter feed is like the BEST and worst people ever!

    • Andrea

      May 2, 2013 at 7:28 pm

      Yeah it is. I’m new to the Twitter thing…not really loving it since I can’t directly respond to people under their tweet (ala FB)

  2. Alex Lee

    May 2, 2013 at 10:32 am

    Is this what makes money now? Have we driven the industries so far that to be new or relevant is to resort to implied interracial bestiality rape themes? We’re definitely past Alfonso Riberio moonwalking for Pepsi.

    I believe a part of it is identity. Tyler the Creator hops on the societal taboos because 1) It’s controversial 2) Controversy translates into traffic which translates into profits and 3) it separates him from Ice Cube and those “Are We There Yet” sequels. He’ll write, rap, or tweet any and every insult to avoid becoming that gangsta-turned-Disney-family-sitcom-dad.

    Tyler could’ve produced a less-genuine product but that would have been disrespectful to himself and Mountain Dew. It may all be an act – time will tell. The better question is: Where will Pepsi, Coke, Yum brands, and corporate America look to next?

    Also, thank you for being my hip-hop ambassador.

    • Amazed young person of color

      July 6, 2013 at 1:39 am

      There was no rape. Watch the 2 commercials he made before this. There is a little assault tho.

  3. Elizabeth M. Mangum

    May 2, 2013 at 10:54 am

    I’m drinking a Diet Mt Dew for breakfast & I don’t understand what that commercial was supposed to promote. If she’d had a Mt Dew, the victim would have pointed her attacker out? Why didn’t the cop give her his Mt Dew? Maybe I need to switch to regular Mt Dew to understand that crap.

    • Eve Vawter

      May 2, 2013 at 10:56 am

      GOAT RAPE. I don’t know either! It’s just this weird advertising for weird advertising sake, and the idea that it’s a black youth (and goat) lineup and a white victim is just icky on so many levels. thank you for your help this morning by the way.

  4. Eric Strauss

    May 2, 2013 at 11:27 am

    I think the world is doing a better job of policing itself these days. Offensive stuff gets called out. People are more accountable for what they say. Articles like this one are an important part of that process. I think the forces of the internet have made, and will continue to make, people kinder and more thoughtful in exercising free expression.

    • Rachelle

      May 2, 2013 at 11:55 am

      I agree. Social media is making consumerism much more democratic than just not purchasing something (although that is still the ultimate voice). Because of social media we now have a place to voice our concerns or disdain for products or advertising like this ad. It’s what also happened with the unpublished European Ford ad depicting the Kardashian sisters bound and gagged in the trunk of a car, or the UK Hyundai ad showing a man attempting to commit suicide in his car to prove that the new ventilation system is awesome and won’t let him (sorry, I work in advertising, these things interest me).

      With #notbuyingit on Twitter, Facebook Pages and profiles, Amazon, et al, we have more power, especially in a world where we are bombarded with advertising messages, to call out the ones which cross boundaries, which means that we are now the ones that can decide what the boundaries are rather than have them imposed to us.

  5. chickadee

    May 2, 2013 at 12:08 pm

    I clicked on the embedded link to read Watkins’ perceptive analysis of the racist aspects of the ad (which agreed with Aisha Harris’ equally astute take on it yesterday on Slate) and was horrified by the comments. Most accused the author of being racist, denied that the ad was at all racist, said black people were more racist than white people….it depressed me.

    And another part of the debate is whether Tyler, the Creator is his persona. It doesn’t really matter if his persona is not representative of his own beliefs if people can’t tell the difference, and if Tyler thinks he’s the new iteration of Dave Chappelle, he is a bit mistaken. A crucial difference between Tyler and Chappelle is that very few people weren’t able to discern the satire in Chappelle’s work.

  6. Amazed young person of color

    July 6, 2013 at 1:35 am

    Wow, I stopped taking you serious after you referred to young black men as ‘persons of color’. Matter-of-fact you fail for still having “persons of color” in your mental dictionary! White is a color too ya know? Just because you and a old black man share the same opinion doesn’t make either of you right. Since both of your opinions seem to be based on the one commercial. There are to more that proceed it that tales the story(and no it’s not rape-y)! But you are right about one thing. Tyler didn’t make this commercial for you, or your kids, or the old self righteous black people with sticks up their asses. He made for HIM! He thought it was funny. Same with his music, videos, clothing ect. He does because HE likes it. If people would stop trying to “understand why they do what they do, the blatant use of racist,
    classist, sexist, homophobic, violent imagery depicted in their music
    and their videos.” they wouldn’t over analyze everything he does and get offended.

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