Another day, another insanely inappropriate ad that's got the internet in an uproar. Today's addition of terrible ideas for ads comes from beer company, Heineken, who is using the slogan "Lighter Is Better" right now. Maybe you can guess where this is going.
The ad has been circulating on Twitter, and features a bartender spotting a pretty, racially ambiguous but light-skinned woman looking disappointed in her beverage. He has an idea. Heineken! He opens a bottle and sends it towards her. It passes three dark-skinned people before reaching her. No white people are featured. It lands in her hands, and we're informed, Sometimes lighter is better.
Some folks thought the controversy was overblown, until they watched it:
Though most were willing to call it what they thought it was from the beginning: Racist.
But then someone considerably more famous took notice of the situation.
Chance the Rapper is pretty vocal on Twitter about issues of social justice, and his attention was drawn by the accusations of racism against Heineken. But he kind of had a different take on it.
It's an interesting point that it does seem like there are a whole lot of racist ads out there these days, especially considering how much people are ready to tear them apart on social media. Could it be part of a larger strategy from shameless companies who just want their brand out there? Even if it's associated with something horrible?
Soon after Chance's tweets, Heineken apologized and removed the ad from TV and the Internet, according to Newsweek.
They also issued an apology in a statement, writing, “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.”
And then the story quickly became about Chance battling Heineken, which he also found annoying:
Lots of folks agree that Heineken might just be that shameless:
Companies are going to have to come up with a new strategy for inflaming everyone, because we're starting to catch on. Maybe make something that's actually good? That'd be revolutionary.