The Dutch beer company shared an ad for Heineken Light that showed a bartender slide a bottle of beer past multiple black people, eventually making its way to a lighter skinned woman. "Sometimes, lighter is better" the ad read.
Upon its initial airing, Chance the Rapper pointed out that the commercial was "terribly racist." He suggested that companies are "purposely putting out noticeably racist ads so they can get more views."
Following Chance's critique, Heineken has pulled the ad from television and YouTube.
"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," a spokesperson told Newsweek.
Read Chance the Rapper's commentary on the ad below.
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
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
You missed the entire point, I was pointing out that alot of these marketing agencies are doing willfully so we overreact and tweet about it, and you write an article and tweet, and we all say their brand name 50 times. Thats the first sentence of my shit. And u didnt mention it https://t.co/qgrNfrfGRX— Chance The Rapper (@chancetherapper) March 26, 2018