While last year’s controversial Pepsi ad featuring Kendall Jenner was not well received by the public, Chance The Rapper expressed his distaste for another ad, this time by Heineken, in which the Dutch brewing company highlighted their tagline “Sometimes, lighter is better,” which he called “terribly racist,” reports The FADER. Since Chance the Rapper’s tweets, Heineken removed the advertisement and apologised via a spokesperson to BBC News.
As seen in the video campaign below, a bartender passes a bottle of Heineken to a light-skinned woman, but it first bypasses a black woman and an older black man, to simply emphasize the brewery’s signature offering of light beers.
Chance added, “Im not saying boycott 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.”
On Monday, Heineken removed the ad and responded to the controvers. A spokesperson told BBC News: “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.”
What are your thoughts on this campaign? Feel free to share in the comments below.
In other life news, read why Virgil Abloh’s move to Louis Vuitton is a step toward a more diverse industry.
- Source: The Fader
- Main / Featured Image: Marcelo Hernandez / Getty Images