Some are going as far as to call this "The most racist ad ever." To anyone making that claim, I would say get off your high horse and actually go study advertising history—this doesn't even come close.
In hopes of creating something original and avant-garde, the project was given to a hip-hop artist. He definitely created something different and bizarre. The whole concept of the ad is to use a strange, unpredictable storyline to hold your attention while dropping the product name and image as many times as possible. The "police line up" scene is the most controversial, accused of making a statement of the black community as a whole. In fact, the hip-hop artist who created the ad used other members of his hip-hop group in the scene as a subtle way to promote the group. (with no regard to race) To make a racist assumption about this scene shows a racist perspective of the viewer, not a racist intention by the creator. Though I don't believe the ad to be racist and controversial, I don't think it quality advertising.
Overall, Americans are very uptight and P.C. these days. If you are going to use lowball humor, at least make it clever and effective. Another controversial ad, the K-Mart "Ship my Pants" video does a great job of this. (despite many railing against the use of an implied poop joke) The ad was clever and put Kmart back on the map for a lot of online shoppers. The MTN Dew ad was nowhere near as punny and clever.
Though I don't consider this ad "racist" or "an offense to women" I do consider it a fail for PepsiCo PR. This ad was a guerrilla, viral, internet spot—not a major network ad. If Pepsico PR had basically said "don't worry about it" it would have been no big deal. The fact that the ad was pulled, and PepsiCo has been both defensive and playing dumb (with "well, I didn't approve it" type comments) has made it into a much bigger issue. (now being picked up by news sources and bloggers across the nation, myself included) Hiding your content and assuming wrong, even when not intended, makes it looks like there is something to hide, and certainly does nothing positive for PepsiCo. Trying to be P.C. and then hide when someone takes offense is a lot more complicated and damaging than trying to just focus on good work, and then take responsibility for the work you put out.
** Just to clarify —I have worked with PepsiCo before, but have no connection to this project. This post is for commentary only and does not express the views of PepsiCo nor any of their affiliates.
