Tyler Okonma, the 22-year old rap artist known as Tyler, The Creator, never sought out to be Don Draper.
But the fact that executives in charge of marketing Mountain Dew sought him out as a creative branding force is one facet of a larger problem in a fast-changing industry that is trying to stay on top of where it is being led — sometimes reluctantly — by technology.
PepsiCo., which owns Mountain Dew, wound up pulling Mr. Okonma’s socially tone-deaf web commercial off of YouTube this week after it caught the eye of economist and political analyst Boyce Watkins, who deemed it to be “arguably the most racist commercial in history.”
It depicts a battered woman being goaded by a Mountain Dew-holding policeman to identify her assailant from a lineup of five black men and a gangsta’-talking goat.
The bloodied and bruised woman, wearing a neck brace and leaning on crutches, trembles…
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