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Monday 1 September 2014

'The most racist ad in history?' Pepsi forced to withdraw Mountain Dew ad after slew of complaints

Rob Williams

Published 02/05/2013 | 12:27

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US soft drinks company PepsiCo have withdrawn an advert amid claims it was "arguably the most racist commercial in history".

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The online advert for the drink Mountain Dew shows a battered white woman on crutches being urged to identify a suspect from a line-up of black men and a goat.

The talking goat, named Felicia, threatens to beat the woman if she identifies him to police, saying: "Ya better not snitch on a playa." She then runs away screaming: "I can't do this, no no no."

The dialogue used in the ad, which was developed by African-American rapper Tyler the Creator, is an apparent word play on 'Dew It' - the slogan used to promote the drink.

PepsiCo has since apologised for the 60-second ad which Dr Boyce D. Watkins, an author and political analyst, described as "arguably the most racist commercial in history."

In a statement yesterday, PepsiCo said that it took "full responsibility" for any offence caused by commercial and had removed the ad from its online channels.

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