Chance the Rapper believes it isn’t just by chance that brands like Heineken are putting out problematic commercials.
The “No Problems” rapper said Monday he believes companies are churning out controversial ads as a ploy to get more views and spark conversations positive or negative that leave company names trending on social media and in the mouths of consumers.
“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.”
Chance cited a 2017 spot from the Dutch beer company as a solid example of ad so racist he thinks it had to be no accident.
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In the clip, a white bartender spots a woman across a crowded bar and tosses her a lower-calorie Heineken. As the drink slides down the bar, it passes three black bar-goers only to land in the hands of the white woman, who laughs with several white men next to the slogan, “Sometimes, lighter is better.”
Chance, 24, stressed that his aim wasn’t for fans to boycott Heineken, but that he instead wanted consumers to open their eyes to the fact that brands frequently push ads with subliminally racist messages as a means of working themselves into discussion.
“I’m just noticing how often it happens and I think they baiting consumers and tweeters and freelancers and s–t,” he said. “Like I didn’t wanna tweet about it so bad but it’s like, how can (you) not?
He continued his point by calling out a news blurb that focused solely on the rapper’s frustration with one specific brand.
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“I was pointing out (what) a lot 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,” he wrote.
Heineken isn’t the only company to come under fire for a racist ad in recent months; last fall, Dove was criticized for an ad that featured a black woman “shedding her skin” to become a white woman, while H&M faced backlash in January for using a black child to model a hoodie that read “Coolest Monkey in the Jungle.”