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Chance the Rapper Calls Out Heineken’s ‘Lighter Is Better’ Ad as ‘Terribly Racist’

”That s— racist/bogus so I guess I shouldn’t help by posting about it,“ rapper tweets

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.