Chance The Rapper Labels Heineken Ad “Terribly Racist”

Chance The Rapper Labels Heineken Ad "Terribly Racist"
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No Chance

March 27th, 2018 – Hip hop superstar, Chance the Rapper, known for his infectious tracks and socially conscious lyrics has taken issue with a recent advert from beer maker, Heineken. The ad, which was shown in the US, Australian and New Zealand markets depicts a bartender sliding a bottle of beer down the bar past several dark-skinned actors before stopping in front of a fair-skinned woman ending with the slogan “Sometimes Lighter is Better.”

The Chicago-based rapper called the ad racist on his Twitter page, though with some reluctance, as he mused the ad could have been custom made for the click-baity, impressions-obsessed advertising of the social media age.

“I think some companies are purposely putting out racist ads so they can get more views. Im not saying boucott [sic] them or go off im just noticing how often it happens and I think they baiting consumers.”

Chance The Rapper Labels Heineken Ad "Terribly Racist"

Chance had plenty of online support for his critique with Twitter users echoing his condemnation of the commercial’s racially problematic optics.

The “No Problem” performer was as pointed with his critique of the controversial racial imagery of the recent Netflix film, “Bright,” starring Will Smith.

“I always feel a lil cheated when I see allegorical racism in movies cause that racism usually stems from human emotion or tolerance but not by law or systems the way it is in real life. The characters (in Bright) live in a timeline where racism is gone…cause we hate ork now.”

There were, of course, some who considered the complaints unfounded but at least one poster claiming to have an insider’s perspective on how ad campaigns like these are realized, suggested that it was unlikely that the entire creative team would have screened the ad without realizing there would be some type of pushback.

The beer maker reaffirmed their commitment to diversity in a statement:

“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.”

Chance’s misgivings about his initial comments appear appropriate according to the media reaction to the controversy.

What did you think of the “Lighter is Better” ad? Do you think Heineken and other advertisers intentionally produce problematic content in order to gain attention?

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7 thoughts on “Chance The Rapper Labels Heineken Ad “Terribly Racist”

  1. To be fair the phrase itself isn’t too bad but when you watch the advert and the barman purposely passes the beer to a white girl and ignores all the black girls it’s below the mark. It’s subtle but it’s there

  2. BEER !!!!! Lighter BEER…..
    like some people prefer blond beer………..doesnt mean “blond girl” just like light-beer doesnt fkn mean light-skin
    Yall are annoying bringing skin color into everything. Uncalled for.

  3. Come on the Beer tastes like Piss water Heineken are not stupid they knew what they was doing and was waiting for some Loud mouth to come along and give them some free advertising thick fucker lol

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