May
04
When Edgy Goes Wrong: Mtn Dew Gave Up Too Much Control
Posted in: Uncategorized
Mtn Dew made a bet on Los Angeles-based rapper and producer Tyler, the Creator — and lost.
The PepsiCo brand found itself apologizing — including via paid Twitter ads — this past week after a branded video the artist produced spurred charges of racism and misogyny.
The video was the second in a series of three Tyler Okonma made in partnership with Mtn Dew and depicted a beaten woman struggling to pick her aggressor out of a police lineup of young black men (members of Odd Future, Mr. Okonma’s rap collective) and a goat, who heckles the woman. The woman is too scared of “snitching” to pick the perp — the goat — from the lineup.
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