A three-part series of Mountain Dew commercials produced by Tyler, the Creator, leader of the hip-hop collective Odd Future, has been pulled after critics called the commercial racist and insensitive to victims of domestic violence.
In the ads, a battered, frightened woman is asked to identify her attacker in a line up of black men and a goat named Felicia. The goat shouts threats to the woman, including ""Keep ya mouth shut," who eventually becomes too scared to continue and leaves the room.
According to MTV, the backlash begin when YourBlackWorld.net's Dr. Boyce Watkins called it "arguably the most racist commercial in history," in a post written Wednesday.
"Of course, in the world of Mountain Dew, every single suspect is black," Watkins wrote. "Not just regular black people, but the kinds of ratchety negroes you might find in the middle of any hip-hop minstrel show."
Mountain Dew apologized for the commercial in a statement and on social media.
"We apologize for this video and take full responsibility. We have removed it from all Mountain Dew channels and Tyler is removing it from his channels as well," the company said in the statement. Here's the Twitter apology:
In a statement to his Tumblr page, Odd Future manager Christian Clancy said "It was never Tyler's intention to offend."
Hey guys - made a big mistake we've removed the offensive video from all our channels. #fail— Mountain Dew® (@mtn_dew) May 1, 2013
"For those who know and respect Tyler he is known for pushing boundaries and challenging stereotypes through humor," Clancy wrote. "This situation is layered with context and is a discussion that Tyler would love to address in the right forum as he does have a point of view."