UPDATE: Tyler, The Creator’s Manager Says Ad Wasn’t “Meant To Be Taken Seriously”

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Mountain Dew has pulled one of its Tyler, the Creator-directed ads over claims of racism.

AdWeek reports that Pepsi Co. recently pulled the ad—which features an injured woman picking out a perp from a police line-up of young Black men and a goat—after it sparked outrage over the implied racism and violence against women. Noted author and economist Dr. Boyce Watkins went as far as to call the ad, “arguably the most racist commercial in history.”

A representative of PepsiCo. released a statement about the commercial’s removal, saying, “We understand how this video could be perceived by some as offensive, and we apologize to those who were offended. We have removed the video from all Mountain Dew channels and have been informed that Tyler is removing it from his channels as well.”

The commercial in question is a continuation of Tyler’s first ad with the soda company, seen here. An image from the ad can be seen below.

[via AdWeek]

UPDATE: Tyler doesn’t seem too happy that his commercial has been labeled, “arguably the most racist commercial in history.” The OFWGKTA frontman took to Twitter to get in touch with Dr. Boyce Watkins about having a conversation regarding his comments against Tyler’s controversial advertisement.

UPDATE: Christian Clancy, Tyler’s longtime manager, has released a statement via his Tumblr clarifying the controversy surrounding the “Felicia the Goat” commercial. Clancy said that the ad was meant as an absurd joke, and that “the current narrative of this story” reflects neither Tyler’s directorial intent nor his personal opinion of racial issues.

“It was never Tyler’s intention to offend, however offense is personal and valid to anyone who is offended,” Clancy began. “Out of respect to those that were offended, the ad was taken down. For those who know and respect Tyler, he is known for pushing boundaries and challenging stereotypes thr[ough] humor. This is someone who grew up on David Chappelle. 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. As someone who hasn’t had the experience of being discriminated against I choose to respect the opinion of those who have. What I can speak to is Tyler, who represents much more than the current narrative this story suggests.”

“Contrary to what many may discern from this, Tyler is the embodiment of not judging others, his delivery may not be for everyone (which is true for anyone who pushes boundaries) but his voice is nonetheless imp[ortan]t to the conversation since his demographic understands what he ultimately stands for and sees the irony of it all. Context may or not help those who are offended and I wholly respect that, but for those who are interested, I can offer the following and leave the rest to Tyler.

“1. This spot was part of an overall admittedly absurd storyline about a crazy goat who becomes obsessed with Mountain Dew, 2. The lady in front of the line-up is the waitress from the first spot, 3. The line-up consists of Tyler’s friends and Odd Future members who were available that day. (L-Boy, Left Brain, Garret from Trash Talk and Errol) 4. He absolutely never intended to spark a controversy about race. It was simply an…admittedly absurd story that was never meant to be taken seriously. Again, we apologize if this was taken out of context and would never trivialize racism, especially now in America where voting and civil rights are being challenged at the highest level. I can however stand firmly by someone I have believed in since we met, only because I know him and I know all of this was never his intent.”

[via The Phuckery]

  • http://www.facebook.com/nicholas.julian.54 Nick Julian

    That goat is nasty.

  • http://www.facebook.com/Frankencandy Candy Tha Strange

    I think Dr. Boyce Watkins is “arguably the most racist commercial in history.”

    • http://www.facebook.com/profile.php?id=100000008415488 Brad Bielesch

      On the real, though.

  • Strangelove

    Snitches get stitches.

  • Chris

    So fucking stupid

  • Robert Fowler

    Its Odd Future on the wall with the goat. I doubt that they meant for it to be racist, and like WTF it sure isnt the most racist commercial in history. You gotta watch all the commercials with the goat to understand. People get too damn offended over stupid shit.

    • Sawyer

      I didn’t watch any of them except this one and I didn’t see how it was racist.

    • carrey

      what race is offended? the goat race? or the woman race?

  • http://www.facebook.com/marcus.henderson.505 Marcus Henderson

    WTF? its a commercial, Who gives a FUCK? Dr Boyce take a joke once in your fucking life.

  • Johnny rampleseed

    “You betta not snitch on a playa”

  • Sae

    …i didn’t even think anything racist about the commercial until Dr.faggot said something about it. It’s not people like Tyler who makes things racist, it’s people like Dr. Boyce Watkins who THINKS that way, are the people who makes things racist.

  • RacistGOAT

    You’ve got to be kidding me..This is just..woow. lol

  • you know you know

    Clancy… ugh

  • Not a sheep.

    whoever was offended by this is REALLY the one who is prejudice. Just because he has black friends does not mean that he meant to be racist. Learn how to be a mature adult and not to bark at anything you can without knowing the facts behind what you’re barking at. Also, if you actually payed attention to the entire commercial rather than the parts that came off as racist, you might re-evaluate some of the conclusions that you’ve made in life.

  • Im Peter Rosenburg

    You better not snitch on a playa..

  • JimmyJawn

    Wahhhh I’m offended and have no sense of humor wahhh take this commercial down. Saying “I’m offended by that.” is nothing more than a childish whine, as if the offended have some kind of right over people who aren’t. You’re offended? So what. Damn lighten up people.

  • http://www.facebook.com/profile.php?id=100000782732970 Anthony Albert Rynicke

    who was that started tossin’ down the race card then letting it get out of hand in the first place?, it is now THEIR mess to clean up or prove everyone they’ve called racist RIGHT for every idiosyncronisity that has ever been implied ON YOUR MARK …GET SET…..GO4IT~

  • Benjamin

    just add a white dude and call it good

  • Samson Skrite

    It’s people like Dr. Boyce Watkins that keep racism alive

  • jazzitaylor

    Cause ya know, A TALKING GOAT was TOTALLYYYY meant to be taken seriously. smh. “SNITCHES GET STITCHES” BITCHES

  • http://www.facebook.com/lyricalrecess Jonathan Tucker

    Racism is reality.. if you say ima hang you.. or i hate N*****s or some dumb shit like that then you’re racist.. how the hell is a goat and a white woman racist.. american leaders are always tryna tell us what we should be offended by. “are you gonna let him say that about you guys” lookin ass Dr.Watkins get the hell out of here with that. America is built on diversity its not black and white anymore. Yea alot of black people do dumb shit and end up and jail.. yea alot of black people have messed up names.. if we stop coming up with names and cut the violence/claiming to be a victim then we will eliminate those stereotypes and Dr. Watkins could sleep at night.

    Also it may just be another “tyler is a ________” type of deals. they tried to say he was homophobic but he showed them how he works with Frank all the time.. They said he was atheist but atheism is a religion he isnt religious. They will say anything to try to bring him down.

  • Guest

    Obviously someone who writes a book called “What if George Bush were a Black Man?” is going to get offended and pull the race card. Does he realize that this set of commercials was the idea of a black man and his friends? Is this what social justice has come too? Calling members of your own race racist towards other members of their own race for having the opportunity to think up and be in a major commercial with your close friends (who just so happen to all be black)… Is it just me or does that sound mind bafflingly retarded? People are getting so fucking sensitive. Not everything is backed with racist intentions. Not everyone is conspiring against minority races. Some of these people who are claiming to be offended by things recently (I’m thinking about the VW superbowl ad) ARE WHITE. The fact that you automatically assume that something is meant to stereotype a single group of people means that you are subconsciously linking that group of people with that negative stereotype, which means (as uncomfortable as this may make you) you are the closest thing to a racist in that situation. I AM SO AGGRAVATED WITH THIS SHIT. Everyone just needs to shut the fuck up and take the giant politically correct and racially neutral dick out of their collective ass…
    -End Rant-

  • A White Goat

    Obviously someone who writes a book called “What if George Bush were a Black Man?” is going to get offended and pull the race card. Does he realize that this set of commercials was the idea of a black man and his friends? Is this what social justice has come too? Calling members of your own race racist towards other members of their own race for having the opportunity to think up and be in a major commercial with your close friends (who just so happen to all be black)… Is it just me or does that sound mind bafflingly retarded? People are getting so fucking sensitive. Not everything is backed with racist intentions. Not everyone is conspiring against minority races. Some of these people who are claiming to be offended by things recently (I’m thinking about the VW superbowl ad) ARE WHITE. The fact that you automatically assume that something is meant to stereotype a single group of people means that you are subconsciously linking that group of people with that negative stereotype, which means (as uncomfortable as this may make you) you are the closest thing to a racist in that situation. I AM SO AGGRAVATED WITH THIS SHIT. Everyone just needs to shut the fuck up and take the giant politically correct and racially neutral dick out of their collective ass…

    -End Rant-

  • http://www.facebook.com/1y0da4 Letrel Wolfgang Campbell

    since people feel offended by this y no one offended by the pizza hut commercial with the astronants why is there only one black person on there huh huh…main idgaf everyone same color to me…besides i don’t see how this is racist they got a goat on there and i guess if a commercial don’t have more then one type of race on it then people will get offended….i’m brown skinned i’m not offended by it i jam
    OF 24/7 he known for making jokes like this bet he didn’t mean for people to take it like this they need to be open minded….. racism only survive cause people making it survive…..i don’t see people as black or white i see people as people…when the world going to grow some balls n say people is people instead of grouping everyone we not fucking wild animals…

  • John The Barbarian.

    They should post the actual commercial and let the viewers deem if it’s racist or not, Even if it is then why didn’t Tyler, or the rest of Odd Future, Get offended?

  • http://www.facebook.com/eternityinhelll Paige Smith

    I’m pretty sure it wasn’t meant how it was seen by most. That’s the point of O.F. They’re trying to get your attention, they’re antagonizing the weak.

  • http://www.facebook.com/christian.lincoln.9 Christian Lincoln

    Dr.Boyce has a Phd in Butthurtology. -snickers-

  • Me

    Everyone’s always ‘offended’ by everything. Everyone needs to stop catering to anyone who’s offended. People are easily hurt by anything and everything, and that is absolutely aggravating. If people just stopped being Bothered by anything, this would disappear completely. It’s embarrassing to say you base your worth on a commercial. I am so, SO sick of everyone saying ‘mommy, daddy, take the commercial away it makes me sad/angry/etc.’ Grow up and learn to ignore shit instead of begging for someone to make the world cater to you. You don’t matter enough.

  • #IG @Chokin_Pigeons

    I swear, people like Dr. Watkins are stuck in the past, never willing to change. It was his decision to complain about something that had nothing to do about race. He’s probably one of those, “Our young black men are in prison!” type of old person. How I see it is, what about somebody like Tyler the Creator. He’s a black man that is making something out of himself and bringing his friends with him, rising to the top and not leaving anybody behind, but here comes another black man talking about how oppressed we black people are, and tries to pull Tyler down to that “shackle” mentality that he has already surpassed. Not to mention, Dr. Watkins playing with this man’s money.. smh!

  • Alicia Miller

    People are so ignorant these days. Obviously in the first commercial, they were identifying the person who committed the crime. If they had to identify the person, and there were some white people and some black people to choose from, that wouldn’t make sense. People need to use some common sense and grow up.

  • Johnny Babydick

    If you’re gonna go racist/controversial i would help to be funny

  • Two Shoes Aurelius

    If you’re gonna go racist/controversial it would help if it was actually funny enough to be worth it. Tyler the Creator is not really that funny and I’m gettin real tired of having to hear about his hilarious “antics” and film attemps and seeing fucking loiter squad commercials.

    • http://www.facebook.com/profile.php?id=100003644733905 Drew Emmerson

      Daniel Tosh does this pretty well

  • http://www.facebook.com/profile.php?id=100003644733905 Drew Emmerson

    Ad Wasn’t “Meant To Be Taken Seriously”.. .oh yah, btw, that slavery thing – yah that totally wasnt meant be racist or taken seriously – so um.. learn to take a joke ok ?

  • Oz

    its not that these things are racist people just hate seeing black rappers get endorsed by big companies its just hate, eminem never lost any endorsements from nike look at his rape lyrics and all

  • Haywood Jablomi

    I think they fucked up for apologizing. They weren’t wrong. They should have kept that shit up, because the ad 1) wasn’t racist, and 2) embodies the kind of shit that Tyler puts out.

    People need to chill the fuck out and stop being pussies.

  • http://www.facebook.com/people/Craig-Washington/100000627282702 Craig Washington

    there a lot worse commercials out there …i just saw this so called “racist commercial” an i thought it was funny

  • http://www.facebook.com/profile.php?id=100004425604322 Nate Morrow

    Niggas just sit around and look for something negative to say about people that are in the spotlight

  • http://twitter.com/AllieLyke Allison Lyke

    ain’t no one said shit about the Popeye’s commercial with the modern day MAMMY! tyler’s commercial is a joel osteen book compared to that shit!

  • wolf kasey

    its only because its tyler that people take it so serious i bet if lil wayne made the commercial every one wouldnt give a fuck

  • http://www.facebook.com/jesse.bergey.1 Jesse Bergey

    sooo it’s racist that the members of odd future just happen to all be black?

  • Lee Argh

    Obviously, Dr. Boyce Watkins has never seen a “Fair and Lovely” commercial.

  • T

    WTF? after all the crazy shit, he says, THIS is his worst? GTFO, faggots.

  • TO DAMN HIGH!!

    People go completely out of their way to aruge about racism. Seems to me like whoever called out Tyler had absolutely no knowledge about Tyler AT ALL. How bout doing some research on OF before just callin the race card

  • TO DAMN HIGH!!

    lol of course Left Brain was available for the commercial

  • http://www.facebook.com/isaac.beckner.73 Isaac Beckner

    Someone needs to pull the pole out of their butt…

  • Dick Wellington

    its only racist if its interpreted as racist. in which, the interpreter is actually being racist.

  • http://www.facebook.com/rayven.wolske Rayven Wolske

    People are seriously too fucking sensitive. Grow up and be a fucking adult.

  • Noah Harley

    I don’t see how the hell this is racist? because everyone in it is black? If that is really the logic behind this then why don’t you just go ahead and call every movie, television show, book, and artist ever to not have a black person in it racist.