Recently, advertisement campaigns have been called out left and right for being tone deaf and politically incorrect — we can recall Kendall Jenner’s Pepsi ad and H&M’s racist “Coolest Monkey In The Jungle” hoodie. This time, a Heineken video featuring the slogan “sometimes, lighter is better” comes under fire with Chance The Rapper calling it “terribly racist.”
I think some companies are purposely putting out noticably racist ads so they can get more views. And that shit racist/bogus so I guess I shouldn’t help by posting about it. But ? I gotta just say tho. The “sometimes lighter is better” Hienekin commercial is terribly racist omg
— Chance The Rapper (@chancetherapper) March 26, 2018
The 30-second video shows a light-skinned bartender sending a bottle of Heineken beer, sliding past two black women and an older black man, into the hands of a light-skinned woman, ending with the tagline “Sometimes, lighter is better” to emphasize the beer’s lower calorie count — but Chance pointed to the ad’s concealed racism.
Im not saying boucott them or go off im just noticing how often it happens and I think they baiting consumers and tweeters and freelancers and shit. Like I didnt wanna tweet about it so bad ?? but its like how can u not
— Chance The Rapper (@chancetherapper)
“I’m not saying [boycott Heineken] or go off,” Chance wrote in a follow-up Tweet. “I’m just noticing how often it happens and I think they baiting consumers and Tweeters and freelancers and sh*t.”
Heineken pulled the ad following the backlash. “For decades, Heineken has developed diverse marketing that shows there’s more that unites us than divides us,” a Heineken spokesperson told NBC News. “While we feel the ad is referencing our Heineken Light beer, we missed the mark, are taking the feedback to heart and will use this to influence future campaigns.”
Check out the video ad above and let us know your thoughts in the comments. In related news, Snapchat and Instagram recently disabled GIPHY for suggesting a racist GIF.