by Yvette Carnell
It hasn’t even been a month since Dr. Boyce Watkins drew attention to a Mountain Dew ad he called the most racist ad in history. That ad, the brainchild of rapper Tyler the Creator, featured Felicia the Goat in a police line-up alongside black male suspects. As Dr. Watkins said, all of the suspects in the ad were “Gold teeth, ‘mean mugging,’ sun glasses wearing, white-t sportin, hard core n*ggaz ready to “get into some ol gangsta sh*t.”
Those were some hard core thugs for sure, but I don’t think they have anything on the swole and incarcerated gangster in the newest Uni-ball commercial. It’s time for Felicia the Goat to meet the newest victim of corporate racism, referred to in the ad only as “Homie” and “Dawg.”
In the Uni-Ball pen ad, the muscle bound prisoner–Dawg—receives a letter from one of his friends, Big G, entitled “Bust You Out, ” in which Big G. promises to bust Dawg out of prison.
The letter begins “What up homie,” and goes on to inform Dawg that “we got a hood snitch up in the pen. We gon’ cut you loose like a noose.” (Yeah, that noose thing is problematic as well isn’t it?)
The letter ends with Big G assuring Dawg that pretty soon he’ll be “knockin’ boots” with some “hood rats.”
It’s supposed to be funny since the voice narrating the commercial has an elite English accent. All the humor was lost on me.
For the life of me, I can’t understand corporate America’s obsession with incarceration culture or why they insist on portraying black men as either in jail or waiting to be arrested.
UPDATE: This ad has been taken down, but you can get the idea from the description.
See for yourself: