Chance the Rapper Calls Out a Heineken Ad as 'Terribly Racist'
"Sometimes lighter is better" is not a great slogan.
BY SARAH RENSE
MAR 26, 2018
Chance the Rapper calls 'em like he sees 'em, from praising the remake of Jumanji as "kinda fire" to the questioning the racial undertones of Bright. This time, he took to Twitter Sunday night to call out a particular Heineken as "terribly racist." And he makes a good point.
In the ad, from 2017, a woman isn't happy with her white wine, so a bartender pops the top off a bottle of Heineken Light beer and slides it down the bar. On the way, it passes by three black people. When it reaches the woman, the tagline "sometimes, lighter is better" appears as she grabs the beer and turns to chat with a bunch of white dudes. So yeah, it's not great. (Watch it here.)
It's hard to tell what market the ad was intended for or where it aired. What matters is that it exists. Seems like an international business with teams and teams of marketers at its disposal could come up with something creative and culturally aware, instead of this mess.
Chance The Rapper✔@chancetherapper
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 made a second interesting point, too. He said, "I think they baiting consumers and tweeters and freelancers and shit," using controversy to get their brand names popping across social media and websites, like Heineken is right now thanks to Chance. If that's the case, it's a scummy move, especially coming from the brand that took about a second to capitalize on the Pepsi/Kendall Jenner debacle of April 2017 with its own socially conscious ad urging beer drinkers to "open their world" to new ideas and people of different backgrounds.
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
Heineken told Newsweek in a statement that the phrase "sometimes lighter is better" was about its Light beer, but acknowledged it had "missed the mark" with the ad. No kidding.
Chance specifically did not call for a boycott of Heineken, but if you're craving a low-cal brew, just know there are plenty of controversy-free choices out there.