Chance the Rapper is one of many people on social media calling a new commercial from Heineken racist. In the new commercial for the Dutch beer, a bottle of their “light” beer can be seen sliding past a couple of African Americans before landing in the hands of a white woman. The phrase “Sometimes, lighter is better” then appears in the ad. Chance, the Grammy Award-winning rapper, took to Twitter to call the advertisement “terribly racist.”
“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.”
“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.”
Many people replied to Chance’s tweet saying they also believed the ad to be racist. Heineken released a statement to Newsweek on Monday morning, saying they “missed the mark” with the ad.
“For decades, Heineken has developed diverse marketing that shows there’s more that unites us than divides us,” the statement read. “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.”
Heineken Lager Beer — commonly referred to Heineken — is a pale lager beer with 5% alcohol by volume produced by the Dutch brewing company Heineken International and is well known for its signature green bottle and red star.