Julio Enriquez Wikimedia Commons
Chance The Rapper has spoken out against a new Heineken advertisement he finds objectionable. The beer passes several dark-skinned bargoers before reaching the woman, who has lighter skin than some of the other patrons. "And that s-t racist/bogus so I guess I shouldn't help by posting about it", he wrote on Twitter. "I'm just noticing how often it happens and I think they baiting consumers and tweeters".
The ad, which features the tagline "Sometimes, lighter is better" sees a bartender at a rooftop venue sliding a Heineken Light down the bar to a fair-skinned woman.
Watch the commercial here.
Later, Chance chimed back in on his previous comments and said that he wasn't urging people to "boycott", but instead, was pointing out the numerous times controversial ads were spearheaded by racist comments.
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But many followers thanked Chance for shining light on the ad and some claimed they would never drink the beer again. Welp looks like I'm not drinking that trash anymore, ' one woman wrote. It's the subtle and subliminal messages that do the most harm, ' another added.
Intentionally generating controversy seems unlikely, especially after the Dutch company capitalized on Pepsi's very bad ad with Kendall Jenner past year by responding with a better one inviting beer drinkers to "open their world" to new ideas and different cultures. But Heineken quickly realized that it was in some trouble, and sought to get ahead of any backlash with a statement.
'For decades, Heineken has developed diverse marketing that shows there's more that unites us than divides us, ' Twoery said in a statement.
Heineken Light posted three versions of the ads to its YouTube page two days ago.
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