May 2, 2013 9:17
Tyler, the Creator's controversial Mountain Dew advert pulled off air
The 60-second advert showed a battered woman looking at a police line-up
The 60-second advert, which featured a white woman with a black eye on crutches eying a police line-up of black men, has been described as perpetuating racial stereotypes and belittling violence against women, the Associated Press reports. Watch the advert below.
Developed by the Odd Future leader, the advert depicts a badly beaten woman looking at a police line-up. A goat character included in the line-up starts intimidating the woman, shouting, "Ya better not snitch on a playa" and, "Keep ya mouth shut." The woman eventually screams: "I can't do this, no no no!" and runs away. The word "do" is in supposed to be a reference to the soft drink company's 'Dew It' slogan.
A spokeswoman for Mountain Dew's parent company, PepsiCo said it immediately pulled the advert after learning people found it offensive. "We apologise for this video and take full responsibility," the company wrote in an updated statement issued yesterday (May 1). "We have removed it from all Mountain Dew channels and Tyler is removing it from his channels as well."
Tyler's management issued a statement apoligising to anyone offended, but made the point that the advert had been taken out of context, noting that the men in the line-up were his friends and fellow Odd Future members. Tyler "absolutely never intended to spark a controversy about race," the statement reads. "It was simply an, again, admittedly absurd story that was never meant to be taken seriously."
Tyler, the Creator released his latest album, 'Wolf', last month.
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