Apparently, Mountain Dew's thoughts about physical abuse have changed over the course of the week.
Mountain Dew has dropped rapper Lil Wayne as a spokesman, due to lyrics in which he compared the beating and death of Emmett Till to vigorous sex.
“We do not plan any additional work with Lil Wayne moving forward," a Mountain Dew spokesperson told TheWrap in a statement Friday. "His offensive reference to a revered civil rights icon does not reflect the values of our brand.”
Till was an African-American boy who was brutally beaten and murdered at age 14 after allegedly flirting with a white woman while visiting family in Mississippi in 1955.
In the ad, a beaten woman sporting a neck brace and crutches is asked to identify her attacker in a police lineup. A goat in the lineup attempts to intimidate the woman, warning, "Ya better not snitch on a playa."
That video was conceived of and directed by hip-hop artist Tyler, The Creator, though Mountain Dew said it took "full responsibility" for the ad.
"We apologize for this video and take full responsibility," the company said in a statement to TheWrap. "We have removed it from all Mountain Dew channels and Tyler is removing it from his channels as well."
A spokesperson for Lil Wayne has not yet responded to TheWrap's request for comment.
Watch portions of the pulled Mountain Dew ad below.