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*Heineken has removed a TV ad following Chance the Rapper’s online criticism slamming the commercial as “terribly racist.”
The “No Problems” rapper said Sunday he believes companies are purposely creating controversial ads in an effort to get more views and spark conversation — positive or negative. The goal is to leave company names trending on social media.
“I think some companies are purposely putting out notciably (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,” he wrote on Twitter. “But I just gotta say tho. The ‘sometimes lighter is better’ Heineken commercial is terribly racist omg.”
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In a 30-second ad promoting the company’s “Lighter is Better” campaign for its light beer, a bartender slides a bottle of beer past several darker-skinned customers while the woman who receives the beer in the end is noticeably fairer-skinned.
When Chance called out the ad for what it is: racist… the beer company was hit by a wave of criticism.
Heineken removed the ad from TV and online rotation and acknowledged that it “missed the mark.”
“For decades, Heineken has developed diverse marketing that shows there’s more that unites us than divides us,” a spokesperson for Heineken said in an email to NBC News. “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.”
The link to the commercial remains online at iSpot.tv, which Heineken says it has no control over.
Two other ads for Heineken’s “Lighter is Better” campaign are still live on the company’s YouTube page.
I found that joint ??https://t.co/r4cgSLE8Uz
— Chance The Rapper (@chancetherapper) March 26, 2018
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