Mountain Dew (lost unreleased fourth Tyler the Creator-directed Felicia the Goat commercial; existence unconfirmed; 2013)

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Felicia mountain dew ad.jpeg

Felicia in the first Mountain Dew ad.

Status: Existence Unconfirmed

In 2013, Mountain Dew released a series of commercials directed by Tyler the Creator. The commercials centered on the character Felicia the Goat, which was created and voiced by Tyler.

In the first commercial, Felicia assaulted a waitress said the restaurant was out of Mountain Dew. In the second commercial, Felicia was pulled over by the police on suspicion of "DewUI." In the third commercial, Felicia is in a police lineup with five African-American males. The waitress from the first commercial returns to identify Felicia, but is intimidated out of it by the goat. The spot ends with the waitress fleeing from the police station.

There was backlash to the commercials centering on accusations of racism against African-Americans. These accusations were led by commentator Boyce Watkins, who wrote an article about the advertisements entitled "Mountain Dew Releases Arguably the Most Racist Commercial in History."[1] Watkins criticized the ads for a variety of issues, including only using Blacks in the line-up and for promoting the "snitches get stitches" mindset. Within 24 hours of the Watkins post, PepsiCo cancelled the campaign.[2]

There is speculation a fourth commercial that would continue the Felicia the Goat storyline was created. In an interview with Billboard, Tyler the Creator and his manager, Christian Clancy, answered questions regarding the controversy. When Billboard's Julianne Escobedo Shepherd asked if there was a fourth ad and if it would air, Clancy referred the question to Mountain Dew.[3] There is no confirmation that a fourth commercial was conceived or was in production.

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