Chance The Rapper has taken aim at Heineken over a new commercial that he has labeled “terribly racist.”
The advertisement — intended to promote the brewing company’s range of light beers — features a bartender spotting a woman at a rooftop party. He subsequently opens up a bottle of Heineken Light and slides it down the bar, past two black women and a black man, before landing it in the hands of the woman he first spotted. It then pops up with the tagline, “Sometimes, lighter is better.”
After seeing the advertisement, Chance turned to Twitter on Sunday (March 25) to share his view that companies are purposely making commercials with racist undertones to drive traffic and help gain more views.
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
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) March 26, 2018
It comes just a few months after H&M came under fire for putting an African American child in a hoodie with the words “COOLEST MONKEY IN THE JUNGLE” on the front. The Weeknd and G-Eazy subsequently cut ties with the Swedish retail giant, which later apologized and removed the hoodie from their stores and website.
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UPDATE: A spokesperson for the beer brand said: “Heineken has developed diverse marketing that shows there’s more that unites us than divides us. 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 full Heineken commercial above.
