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.”
Lil Wayne — born Dwayne Michael Carter, Jr. — was criticized earlier this year for a guest lyric on the song "Karate Chop" by Future, in which he rapped, "Beat that pussy up like Emmett Till."
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.
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Lil Wayne later apologized to Till's family in a letter, writing, "As a father myself, I cannot imagine the pain that your family has had to endure."
Mountain Dew's decision to drop Lil Wayne comes amid controversy over an online ad for the beverage which attempted to comically address the topic of physical abuse.
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.