Tyler, the Creator is a off beat controversial rapper from LA. He is co-founder of Odd Future. They are known for their weird lyrics and even weirder videos. Tyler and Odd Future are the types of artists that you either love or you hate. Their lyrics and subject matter can be explicit and offensive to some people. This makes the idea of using them in any type of main stream advertising risky. Pepsi recently allowed Tyler to create three Mountain Dew commercials. It did not take Pepsi long to pull the commercials due to their racist and sexist content. It is a three part series about a goat with the voice of Tyler, the Creator.
The first part of the series is the goat ordering a Mountain Dew from a waitress at a nice restaurant. He starts to get violent with the waitress gets the Mountain Dew, drinks it, then begins to assault her. People in the restaurant see this and do nothing to stop. This is a great representation of the bystander effect.
In the second commercial the goat is pulled over by a cop on the highway for speeding. When the cop comes to the window the goat is very nervous and say there is nothing in the trunk and the officer cant search the trunk. The officer then goes and looks in the trunk and sees it is full of Mountain Dew. Is is portraying a racist stereotype that blacks always have something to hide and are always doing something wrong when they get pulled over. Once the cop sees whats in the trunk he looks up and the goat is running away saying “you’ll never catch me”. Leading into the third video.
This video shows the goat in a police lie up with several other African American men. The waitress from the first video then comes into the viewing room with a neck brace, crutches, and a bruised face. She is distressed. The goat then begins to talk to her making violent threats to her causing her to run out of the room in fear. While this is happening the police officer is saying things like “pick the one in the do rag”, trying to get her to pick one based on looks.
These videos highlight many raciest and sexist stereotypes. It glorifies the abuse of women and illegal activities. Pepsi should have known better than to let Tyler, the Creator direct any type of ad campaign for their company. With his history and reputation as being a wild card he is not the type of spokes person a company like Pepsi should be using for promotion.
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