Heineken’s new “Lighter Is Better” ad campaign has been met with criticism from none other than Chance the Rapper.
In a series of tweets on Sunday, the Chicago-based rapper called the ad “terribly racist,” speculating that some companies are releasing intentionally offensive ads for media attention. “And that s— racist/bogus so I guess I shouldn’t help by posting about it,” he wrote. “I didn’t wanna tweet about it so bad but its like how can [you] not.”
The ad he linked to, one of three in the campaign, sees a bartender sliding a bottle of Heineken down an outdoor bar, past several dark-skinned customers, toward a woman with a much lighter skin tone.
“For decades, Heineken has developed diverse marketing that shows there’s more that unites us than divides us,” Heineken USA said in a statement to Ad Age. “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.”
The specific ad is no longer available on the company’s YouTube page — two other versions, which feature a more diverse cast, are still up — but it can be viewed in full here.
In his tweet, Chance clarified that he was not calling for a boycott of the company, but simply noting a pattern.
“I’m not saying boycott them or go off I’m just noticing how often it happens and I think they baiting consumers and tweeters and freelancers and s—,” he wrote.
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
I found that joint ????????https://t.co/r4cgSLE8Uz
— 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