The Herald Bulletin

Morning Update

Breaking News

May 2, 2013

Mountain Dew ad pulled after criticism

(Continued)

NEW YORK —

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.

"We apologize for this video and take full responsibility," the company said in an updated statement late Wednesday afternoon. "We have removed it from all Mountain Dew channels and Tyler is removing it from his channels as well."

Jen Ryan, a spokeswoman for PepsiCo, said the company learned from its consumer relations team on Tuesday that people found the ad offensive. She declined to explain the approval process for the ad but said it was never meant to run on TV.

Tyler, the Creator's raps have been criticized for being misogynistic and homophobic at times but he has also expressed support for the singer Frank Ocean, who revealed he was bisexual.

Management of Odd Future, the hip-hop collective led by Tyler, the Creator, issued a statement apologizing to anyone offended but said the ad was taken out of context. It noted the men in ad's lineup are Tyler's friends and Odd Future members.

The artist "absolutely never intended to spark a controversy about race," the statement said. "It was simply an, again, admittedly absurd story that was never meant to be taken seriously."

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