Culture&Arts

Heineken Pulls Ad After Chance The Rapper Calls It "Terribly Racist"

Heineken Pulls Ad After Chance The Rapper Calls It

The beer juggernaut's tele commercial for their Heineken Light offshoot featured a bottle of beer sliding past three dark-skinned people at a bar before being being scooped up by a woman with lighter skin, as the message "sometimes, lighter is better" flashed up on-screen.

Heineken's latest beer ad left a bad taste in Chance The Rapper's mouth.

The pulled ad, shown below, features a diverse cast, though the context in the video, as many have noted, appears to utilize the cast in a freaky fashion, with the dark-skinned actors serving more as set pieces on the path to the lighter-skinned customer at the end of the spot.

Heineken light, which was first released in 2005, contains just 99 calories per bottle, compared with the average 149 calories found in a bottle of Heineken Premium Lager.

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Despite the ad's apparent reference to the beer's low caloric value, viewers took issue with its apparent subtext. "That was never our intention and we are taking the feedback to heart in developing future campaigns".

Heineken has removed a TV commercial for its new light beer following complaints that the ad was racist.

The hip-hop star added that he thought some companies were intentionally "putting out noticeably racist ads so they can get more views". "But I gotta say tho".

"For many years, Heineken has made ambitious ads that are reflective of different ethnicities, nationalities, and genders and show that there's more than unites us than divides us", the ad continues.


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