Who you calling ‘racist’?

Have you heard about the supposedly racist Mountain Dew commercial directed by Odd Future leader Tyler, The Creator? The one that’s been pulled after a campaign was started by a vocal critic who called it arguably the “most racist commercial in history”?

But is it? Really?

Syracuse Professor Boyce Watkins, who claims credit for starting the fuss writes:

Mountain Dew has set a new low for corporate racism. Their decision to lean on well-known racial stereotypes is beyond disgusting. This doesn’t even include the fact that the company has put black men on par with animals. The holocaust of mass incarceration and the glorification of violent prison culture has taken a tremendous toll on the black community. Corporations are making it cool for black men to murder one another, while gun manufacturers ensure that the streets are flooded with the weapons necessary for us to complete our own genocide.

Tyler, the Creator’s manager Christian Clancy wrote a long essay on his blog about the Mountain Dew controversy:

It was never Tylers intention to offend however offense is personal and valid to anyone who is offended. 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 thru humor. This is someone who grew up on David Chappelle.

—snip—

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 lineup is the waitress from the first spot. 3. The lineup consists of Tylers friends and odd future members who were available that day. (LBoy, Leftbrain, Garret from Trash Talk and Errol) 4. He absolutely never intended to spark a controversy about race. it was simply an again admittedly absurd story that was never meant to be taken seriously.

Pepsi has pulled the spot from the Mountain Dew website and Tyler, The Creator has done the same.

I can kinda see what Professor Watkins sees thru his eyes when he watches the ad, but from where I’m sitting, what I’m seeing is a pretty ridiculous sketch comedy spot about a goat (voiced by Tyler) who goes a little crazy on a Mountain Dew bender and runs afoul of the law (this is but one in a series of artist directed spots with this goat character).

What if this spot had been directed by, say, Vince Neil, and all of the guys in the police line-up were the “badass” dudes from Mötley Crüe and Vince was the voice of the goat?

No one would think that was racist!

But this is?