independent

Sunday 20 April 2014

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

US soft drinks company PepsiCo have withdrawn an advert amid claims it was "arguably the most racist commercial in history".

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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