What’s Racist About a Talking Goat?

LZ Granderson, CNN, May 3, 2013

I went online this morning to see the Mountain Dew ad–the one some are calling the most racist in history–expecting to see some really offensive stuff. Instead, I saw some really silly stuff.

The goat’s funny.

The names of some of the black men in the lineup are hilarious.

The premise: ridiculous.

And I would think that’s the point of a commercial with a talking goat. It’s meant to be ridiculous and not taken seriously. {snip}

Does it play on stereotypical imagery?

Yes, and because of that, I can see how some could be a bit put off by a police lineup featuring all black men before a frightened white woman. But come on, one of the suspects’ names is “Beyonte.”

The circumstances surrounding the scene in the commercial are so outrageously over the top, I found myself snickering more than anything. {snip}


The Mountain Dew commercials’ brand of frat-boy physical humor isn’t everyone’s thing. It could be seen as callous or making light of battered women. For me, though, the presence of a talking goat put me in a different “South Park”-ish mindset. There’s a reason “South Park” remains a high-rated show, why “The Simpsons” is the longest-running sitcom in history, why a third installment of “The Hangover” is being released: A lot of people like dumb, frat-boy humor draped in fantasy.

And I’m not trying to say Tyler, the Creator (whose real name is Tyler Okonma) scripted a commercial that is as brilliant as anything we’ve seen on the “Chappelle Show.” {snip} But with all of that being said, I doubt his intent behind the commercial was to demonize black men.

And that’s the difference: intent.

A commercial that uses stereotypes has the potential to make any minority group featured in it uncomfortable, but is the Mountain Dew commercial really on par with, say, “Birth of a Nation,” a film that blatantly uses disparaging caricatures of black men to slander and promote fear? No, it isn’t, so can we please step back from the ledge?


The ad was pulled. I can’t help but feel it’s a sad, sad day when the policing of comedy gets to the point where we can’t even laugh at a talking goat.

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  • Katherine McChesney

    So true to life…..except for the goat. Wasn’t it speaking ebonics?

    • The__Bobster

      Of course it was. The commercial was written by a cRapper, a fact that the media have chosen to bury.

    • John

      A Black rapper conceived of, wrote, and directed the commercial. Result? The media largely buried that fact and focused on the “racism” of Mountain Dew and White people instead.
      Now, turn the tables. If Mountain Dew had originally rejected the commercial and labeled it as “racist” in nature, the media would have focused on the racism of Mountain Dew for denying a forum for Black artists and a commercial made by a Black artist that depicts the suffering of Blacks in the ghetto at the hands of the White police and White citizens who make false accusations. Lawsuits against Mountain Dew would have been filed and the usually team of Jesse Jackson and Al Sharpton would have converged on the scene with scores of supporters demanding that Mountain Dew begin airing the commercial and provide reparations to Black artists everywhere for denying them equal, uncensored access as Whites enjoy.
      As always, its a lose-lose situation with the mass media on their race-based agenda rampage.

    • me

      Yup, the goat’s a baaaaad mother, straight out of Compton….

  • Bill

    You can only laugh at and make fun of white people. Didn’t he know that? Where’s he been? Only black people can make fun of black people, but they also get to make the most totally over the top insulting jokes and comments about whites…..even joking about killing us with nobody objecting. But a talking goat? That’s cause to get Eric Holder invovled, oh my! How racist!

    • Katherine McChesney

      Black blogs are certainly enjoying knowing that Middle class Whites are committing suicide in high numbers. I read their comments on SBPDL’s links. They refer to our ‘unearned white privilege’ and how we fall apart easily. I left a blistering reply reminding them of how their homies go crazy and murder each other and White.

      • John

        You’re exactly right. Katherine. Meanwhile, the banksters, who own the politicians in Clowngress, parade their White clowngressional puppets out there to say, “Look at how noble and enlightened we are. We value diversity and multiculturalism above all else. The nation needs far more Blacks and Browns and far fewer Whites. See how noble and enlightened we are?”

        Hearing that, the Blacks and Browns (legal and illegal) laugh and laugh and laugh as they take the redistributed wealth and freebies handed to them by the White politicians.

        …and millions and millions of White voters endorse it and vote for it. No other race or ethnicity on Earth engages in this insane, suicidal behavior.

    • me

      Is this the same goat that was in the book, “My Pet Goat” that baby Bush was reading about on 9-11? Or is this the goat from the book and movie, titled, “Men Who Stare At Goats”? Is this an ironic statement about Black criminality by Tyler the Creator….hip hop ‘artiste’ and suicidal ‘urban yooot’ the wigger kids are crrrazeee about? Who knows, who cares….PepsiCo just wanted to turn a buck or two, and it backfired on them.

  • Son of Galton

    For anyone who’s ever asked why ADT commercials only show White criminals, here is your answer.

    On the other hand, this is one of the most refreshingly realistic portrayals of blacks I’ve ever seen in an ad (too bad it wasn’t on TV, though.)

    • Nathanwartooth

      The Black guy who made it put his friends in the video, lol.

      • me

        Implying that Tyler the Creator’s friends aren’t criminals….

        • Nathanwartooth

          Not at all. Just stating a fact. I don’t know if they are criminals or not. If you have more information about them, please share.

    • ozamataz

      Would have been more realistic if it had been a monkey instead of a goat.

  • Simonetta

    This is just plain weird! After a fair amount of Googling, I found the ad and viewed it. Salvador Dali would have been proud, because this ad is completely surrealistic. It makes absolutely no sense at all. It has nothing to do with Mountain Dew, except for a police line-up aide holding a green bottle.

    The stock-character ‘Mother Moral’ old black woman (who the media are sound-biting as a spokeswoman for all black people everywhere) is predictably denouncing the piece as the ‘most racist piece of trash ever inflicted on humanity…’ yada, yada, yada…. I haven’t watch television commercials for about ten years now, so I don’t know if this is representative of video ads in modern times.

    I can only guess that what happened is that the white management of PepsiCo convinced themselves that they couldn’t possibly relate to young blacks while their marketing research indicated that young blacks were buying large amounts of soda. So they hired some ‘young creative black who won some kind of an award’ to make a commercial for them. When the finished ad was delivered, no one wanted to criticize it in lieu of being open to the charge of being ‘racist’. So it went out to the ad agencies and video media who actually watched the silly thing and flipped out.

    What’s ‘racist’ here? The jive-talking goat? Or the fact that all the perps in the line-up are stereotypes of gang-banging black criminals? Well, surprise, surprise, Sgt. Carter, most of the guys who would inflict the kind of traumatic injuries on a female stranger such as shown on the ‘victim’ in this commercial are gang-banging black criminals. And those injuries were quite graphic for a soda commercial.

    We have got to get away from allowing black people to be the moral arbitrators of any new work of art (such as this commercial) that has any reference to blacks or black life or black culture. The days when blacks were the ‘conscience’ of America and the final deciders of what is and isn’t racially offensive have long gone.


    How many young black people are going to drink something called Mountain Dew? I’m reminded of the scene in the 1960s absurd comedy “Putney Swope” where a lab tech brings a beaker of liquid to the Af-Am ad agency CEO and asks: “Should we market this as a paint remover or an engine degreaser?” And the CEO replies: “Put a picture of a soul singer on it and sell it in the ghetto as a soft drink!”

    • me

      Grape drank and skittles….Mountain Dew is for Crackers!

  • Howard W. Campbell

    Go dig up the fake commercials that Spike Lee made for Bamboozled. They are on youtube (Da Bomb (a fictional malt liquor) and Timmi HillN***** (a parody of Tommy Hilfiger)). They are quite hilarious and I haven’t heard of anyone demanding that youtube pulling the ads.

    Somebody way up the food chain at pepsico has to sign off for this ad to be aired.

  • tfp

    what kills me is that they think that this commercial somehow condoned beating women. Feminists will twist anything in that direction.

    • Xerxes22

      It was the image of Black males beating a White women that freaked out our enemies. Too close to reality.

  • bigone4u

    The whole issue is nonsense and a distraction from real issues relating to black on goat crime. Goat power!

    • me

      That joke was Baaaaad!

  • ncpride

    Eh, the only reason this ad is being defended is because a black dude directed it, so it’s all in good fun. We all know what would happen if the director was White.

    • me

      And not Spielberg or Lucas….

  • Bobbala

    In a time of universal deceit – telling the truth is a revolutionary act.
    — George Orwell

  • LastBastionOfHope

    Don’t worry, LZ isn’t actually coming to his senses here. The only reason he is coming out to claim this commercial isn’t racist is because a BLACK RAPPER came up with the idea for it. The rapper’s name is Tyler the Creator. Please believe if this was a white person who came up with it, the article would be totally opposite.

  • sbuffalonative

    Let’s be clear. This ad wasn’t a mistake. No one was asleep at the wheel.

    This was all done deliberately. That’s why it was on the internet and not TV.

    They used a black creator. That was the trick they needed to make it work. Had the creator been white, the ad notoriety would have REALLY been deemed racist. Now the ad recognition is based on feigned outrage.

    This amounts to an internet hoax.

  • Homo_Occidentalis

    To the author of this article: Go directly to re-educatoin camp and a diversity seminar. Do not pass Go, do not collect $200.
    If this one is lucky he MIGHT keep his job, but you can bet he will be carefully treading the Multi-CULT line very cautiously from now on. We can’t have journalists speaking their minds. What do you think this is, a free country?

  • thoughtcrime

    Stereotypes exist because they describe reality.

  • Sue

    Even the goat was better than the two bores who pretend to be offended. Why do they all sound like airheads? Is it a class project to aspire to?

  • crystal evans

    I love the Capital One ads with the Vikings and the goat. It is funny that the goat is the brains of the group and nobody claims that it is racist.

    • Erasmus

      That’s because no one worries about being killed in a drive-by by a band of marauding Vikings.

      • MBlanc46

        Not any more, anyway.

        • me

          Don’t be so sure….LOL!

  • StillModerated

    Quite frankly, I’m glad hypersensitive pussies are offended. Bucks groove on slapping up blond bitches. This ad is probably the most truthful thing on the internet besides AmRen.

  • Nick Gherz

    The GOAT is owed an apology.

  • August West

    The rapper was doin Amos and Andy… for a few dollars more. We all know that commercial is bs and if you don’t then your IQ is about say 65.

  • Erasmus

    The goat wasn’t black and it was the smartest creature in the line-up. Now, if they’d made the goat black also, no one would have complained.

    • Katherine McChesney

      But he was brown…about the color of a n….

  • Paleoconn

    I think I see a White guy on the far right of the lineup.

    Anyway, if anything, I think this ad shows is condemning the racist White justice system, where a cop is goading a victim to pick out the guy who looks like a criminal with the do-rag.

  • StillModerated

    Maybe the blond is a lesbian because the goat’s name is Felicia. The gay wedding crowd are offended — again.

    BTW here’s a better link. http://www.youtube.com/watch?v=xB4GUAPGYLk

  • Nanny

    The goat is the same color as the guys in the line-up. They are all the same shade of beige. White goats exist, but they used a tan goat to match the other guys in the line-up. Also, everyone in the line-up had a goatee. The reason they were in the line-up was because they matched the description of the suspect. Tan with a goatee. The racists are the people who complained about black men in a line-up being racist.

  • joegoofinoff

    CNN anchor robbed on Piedmont Avenue

    117 1098 1305 4274

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    Carol Costello

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    Police are investigating after a CNN anchor says she was robbed of her iPhone in midtown.

    Atlanta police said Carol Costello was talking on her cellphone while walking south in the 1100 block of Piedmont Avenue Thursday around 4:30 p.m.

    That’s when two teens ran up to her from behind and snatched her iPhone while she was talking on it. Police said the pair then ran south on Piedmont. Costello said she lost sight of the robbers but gave police a description of the one who snatched her phone.

    He’s described as a black male with dark skin, around 5 feet 8 inches tall. He is skinny with black, curly hair. The teen was wearing a light gray or light blue sweatshirt with thin dark blue stripes.

    Off target, but I just thought everyoe would get a kick out of one of these lousy CNN slobs getting robbed for once.