After reading the 'No Problem' singer's tweet, the light beer company writes an apology statement saying that they 'missed the mark.'
- March 27, 2018
AceShowbiz - Chance The Rapper called Heineken commercial video "racist." On Sunday, March 25, he took to Twitter to comment on the company's new ad, which features "Sometimes, lighter is better" tagline, calling it "terribly racist."
The video that has been aired in the U.S., New Zealand and Australia shows a bartender at a rooftop venue who spots a fair-skinned woman across a bar. The bartender slides a Heineken Light and as the drink slides down the bar, it passes three black bar-goers before it lands in the woman's hand. Then, the tagline appears.
Claiming that the ad delivers an inappropriate subliminal message, the 24-year-old rapper tweeted, "I think some companies are purposely putting out noticably [sic] racist ads so they can get more views. And that s**t 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."
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
Reading the rapper's post, some fans agreed. One of his fans tweeted, "Just saw this ad and immediately recognized the racialized [sic] message without having seen any tweets about it previously. I do not think this was a coincidental mistake. It comes across as very intentional. @Heineken NO!"
Just saw this ad and immediately recognized the racialized message without having seen any tweets about it previously. I do not think this was a coincidental mistake. It comes across as very intentional. @Heineken NO!
— shannonbieger (@shannonbieger) March 26, 2018
To avoid any misinterpretation from the readers, he wrote on a different post, "Im not saying boucott [sic] them or go off im just noticing how often it happens and I think they baiting consumers and tweeters and freelancers and s**t. Like I didnt wanna tweet about it so bad but its like how can u not."
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 ?￰ﾟﾘﾂ but its like how can u not
— Chance The Rapper (@chancetherapper) March 26, 2018
The post was not only read by Chance's fans, but also a website called Complex. On a Twitter post, the website stated that the rapper called out the company for "racist" commercial. Tweeting the post, he clarified what he meant on his previous post. He wrote, "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 s**t. And u didnt mention it."
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
After reading the rapper's tweet, the company wrote an apology statement emailed to Newsweek on Monday, March 26. It read, "For decades, 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."
