11151: Why Ask, “Is It Racist?”

Gitamba Saila-Ngita, Founder and Chief Innovation Strategist of Deft Collective, posted a perspective at AgencySpy titled, “Is it Racist?” So far, the piece has drawn few responses. Don’t expect much more. AgencySpy is hardly the pulpit for smart commentary. The site is TED for the intellectually challenged. Additionally, U.S. Attorney General Eric Holder has already noted our nation of cowards is reluctant to engage in race-related dialogue—and Madison Avenue may be the most cowardly place in the country.

While contemplating the recent Mtn Dew campaign, Saila-Ngita wrote:

So, is it racist? No. It’s not. But it’s pretty offensive to some folks; I’ll give you that. But for an ad clearly meant for [a] demographic of folks who listen to Odd Future & Tyler The Creator, the creative is on point. Should the offended folks even have been watching these ads? That’s a topic for another post.

MultiCultClassics begs to differ with Saila-Ngita on some points.

First, no one can declare whether or not something is racist. As always, everyone is entitled to their own opinions—which are usually based on personal experiences and perspectives. If you think it’s racist, it’s racist.

Saila-Ngita appears to take the standard stance that the work was not racist partly because it was conceived and crafted by Tyler the Creator. Problem is, the message didn’t come from Tyler the Creator; rather, it came from Mtn Dew and parent company PepsiCo. Big difference. BTW, remember when Mountain Dew commercials featured Willy the Hillbilly? Perhaps integrating Tyler the Creator should be viewed as a sign of progress.

Saila-Ngita also seems to state the ads were intended for a specific audience and folks outside of said audience probably shouldn’t even have been watching. Um, it’s quite possible that many of the offended never viewed the videos at all. Is it necessary to witness an event to feel outrage? Does not being the intended target invalidate the insult? Sorry, but until somebody finds a way to exclusively and accurately aim spots at specific individuals, advertisers must show respect to the general population. It’s just a matter of responsibility and common courtesy.

11117: Jesse Jackson Goes To The Mtn Dew.

Target Market News reported Jesse Jackson requested a powwow with PepsiCo Chairman and CEO Indra Nooyi to discuss the company’s advertising policies following the Mtn Dew debacle starring an arguably racist and misogynistic goat. Jackson should also probe PepsiCo’s advertising agency policies that promote exclusivity and Corporate Cultural Collusion.

Rev. Jesse Jackson wants to talk with PepsiCo about ad policies

Target Market News has learned that the Rev. Jesse L. Jackson has requested a meeting with PepsiCo executives following a public outcry over a commercial for the company’s Mountain Dew brand.

The commercial, criticized as “racist,” depicted five black men and a goat in a police line up. The spot was developed by music producer Tyler the Creator and was, he said, intended to be humorous. One African-American social critic labeled the ad “the most racist commercial in history.”

Rev. Jackson, who heads the Rainbow PUSH Coalition, on Thursday, May 2, sent a letter to PepsiCo chairman and CEO, Indra Nooyi requesting a meeting to discuss all issues related to the development and distribution of the advertisement.

It is believed that Pepsi and its brands currently do not have an African-American ad agency of record under assignment. According to The Buying Power of Black America report, PepsiCo spent $12.6 million on advertising in measured Black media outlets. In that same year Black households spent a total of $4.3 billion on non-alcoholic beverages.

11111: PepsiCo Pulls Racist Ad.

From The Huffington Post…

Tyler The Creator’s ‘Racist’ Mountain Dew Commercial Pulled By PepsiCo After Criticism

By Candice Choi

NEW YORK — PepsiCo is once again learning the risks of celebrity partnerships after an ad for Mountain Dew was criticized for portraying racial stereotypes and making light of violence toward women.

The soda and snack food company said it immediately pulled the 60-second spot after learning that people found it offensive. The ad was part of a series developed by African-American rapper Tyler, The Creator, and depicted a battered white woman on crutches being urged to identify a suspect out of a lineup of black men.

A goat character known as Felicia is included in the lineup and makes threatening comments to the woman, such as “Ya better not snitch on a playa” and “Keep ya mouth shut.”

The woman eventually screams “I can’t do this, no no no!” and runs away. The word “do” is in apparent reference to the soft drink’s “Dew It” slogan.

Mountain Dew, known for its neon color and high caffeine content, is generally marketed to younger men and sometimes attempts to have edgier ads. But the controversy over its latest spot illustrates the fine line that companies must walk when trying to be hip.

In fact, Mountain Dew also was criticized recently because of its endorsement deal with Lil Wayne, whose rap lyrics compared a rough sex act to the tortuous death of Emmett Till, a black teen who was murdered in 1955 for allegedly whistling at a white woman. Last month, Reebok also ended its relationship with Rick Ross after he rapped about giving a woman a drug to have his way with her.

Laura Ries, president of Ries & Ries, a marketing firm based in Atlanta, said companies that want the “street cred” of a celebrity may end up losing control of the message they want to convey.

If PepsiCo had created an ad for Mountain Dew, for example, she said it might not have been considered edgy or cool. But by handing over control to a celebrity, she said the company ran the risk of having an ad that wasn’t appropriate.

PepsiCo Inc., based in Purchase, N.Y., said it understood how the ad could be offensive.

9170: Everybody Was Kung Fu Fighting. Again.

MultiCultClassics recently noted that Mountain Mtn Dew is using hip hop to mimic Sprite. This skateboarder video is another example of wannabe marketing. The kung fu movie imagery has been done before—by Sprite—over ten years ago. And five years ago too. Oh, the skateboarding is not very cool either.