Another day, another brand who totally missed the mark.
Heineken has come under fire for a new commercial with the slogan ‘sometimes lighter is better.’
It immediately prompted backlash on social media.
Chance the Rapper was one of many calling the ad ‘terribly racist’.
Chance, 24, tweeted a clip of the commercial which features a bartender sliding a bottle of Heineken’s light beer to a woman.
She looks down sadly at a glass of wine. The bottle then passes a black man sitting at the bar, a black guitar player, and a black model.
It then lands on a fair skinned woman’s table.
‘Sometimes lighter is better,’ the slogan reads as the commercial ends. The woman laughs along with two white men.
Chance took to Twitter to call out the Heineken ad on Sunday.
‘I think companies are purposely putting out noticeably racist ads so they can get more views,’ he tweeted on Sunday.
‘And that s**t racist/bogus so I guess I shouldn’t help by posting about it. But I just gotta say tho. The ‘sometimes lighter is better’ Heineken commercial is terribly racist omg.’
Chance’s original tweet about the ad received nearly 10,000 likes.
But some claimed that the rapper was ‘reaching’ with his take.
‘Naw, the focus is on the wine, not the people, my take on it,’ one user wrote.
‘Just saw that joint and personally I feel your reaching here chance. It’s a light beer Dawg. U know they’re always saying light beer isn’t as good as regular beer,’ another added.
But many more followers thanked Chance for shining light on the ad.
‘Wow…the beer oh so blatantly slides past the POC. Welp looks like I’m not drinking that trash anymore,’ one woman wrote.
‘I can see your point Chance. It’s the subtle and subliminal messages that do the most harm,’ another added. ‘This may be intentional, then again maybe not. Only the marketing team knows the true intent.’
‘What in the hell? You’re absolutely right. That was terrible,’ one fan wrote. ‘Watching the bottle pass all the black folks, into the arms of a white girl was painful.’
The ad has since been removed from HeinekenUSA’s YouTube page.
Bjorn Trowery, a spokesperson for the company, told DailyMail.com that Heineken ‘missed the mark’ with the commercial.
‘For decades, Heineken has developed diverse marketing that shows there’s more that unites us than divides us,’ Twoery said in a statement.
‘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.’