Update 3/27/18 10:52 a.m.
Heineken has reportedly pulled its ad with the tagline "Sometimes, lighter is better" following criticism that it was racist, according to CNN. "While we feel the ad is referencing our Heineken Light beer, and that light beer is better than other high-calorie options—we missed the mark, are taking the feedback to heart and will use this to influence future campaigns," said Heineken USA spokesman Bjorn Trowery.
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Chance the Rapper wastes no time when it comes to calling out things he finds bogus. On Sunday, the target of his criticism was the company Heineken for releasing what he considers a racist ad. “That shit racist/bogus so I guess I shouldn’t help by posting about it,” he wrote. “But I gotta just say tho. The ‘sometimes lighter is better’ Heineken commercial is terribly racist omg.”
The ad in question is one Heineken produced to advertise its low-calorie beer. In the video, a bartender slides a beer to a white woman who seems totally unsatisfied with her glass of wine. While in transit, the beer happens to slide past a few Black people before making its way to said woman. The ad then reveals the tagline “Sometimes, lighter is better," before showing the woman conversing with a group of white guys. Watch it here or above.
This mise en scène coupled with the tagline is what Chance finds so problematic. He isn’t calling for a boycott or anything, in fact he thinks the ad is purposefully being racist to get more views, but the Chicago native just wants everyone to know that Heineken's ad sucks. Some of his followers agreed, while others said Chance’s conclusion was a stretch. Heineken has yet to respond to the criticism.
