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