The Mountain Dew goat commercials were a series of three television commercials for the soft drink Mountain Dew, which is produced by PepsiCo. The commercials aired in 2013 and featured Tyler, the Creator, who voiced a goat named Felicia. The commercials were pulled after receiving backlash from critics, including social commentator Boyce Watkins, who stated that the commercials played to racial stereotypes regarding African Americans and trivialized violence against women.
The ads
The ad campaign consisted of three commercials starring Felicia the Goat, an English-speaking goat voiced by American rapper Tyler, the Creator. In the first commercial, Felicia assaults a waitress at a restaurant after being told that the restaurant is out of Mountain Dew. In the second commercial, Felicia flees from a police officer who suspects the goat of a "DewUI" (a play on words of both DUI and Mountain Dew's slogan "Do the Dew"). In the third commercial, Felicia is part of a police lineup with five African-American men (including one played by Left Brain, a member of Tyler's musical collective Odd Future). The waitress from the first commercial, who is shown bruised, is trying to select from the lineup while Felicia interrupts by making threatening comments to the waitress (including "better not snitch on a player" and "snitches get stitches"). to the point to the traumatized waitress breaks downs and runs out the police station from the police station.[1]