Chance The Rapper Called Out Heineken’s “Racist” Ad, So Now They’ve Pulled It Down

Heineken’s latest beer ad left a bad taste in Chance The Rapper‘s mouth. So much so that he took to Twitter to call out the Dutch brewer for deliberate racism, and now they’ve pulled the ad from circulation.

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.

Despite the ad overtly referencing the beer’s low calorie count, Chance accused it of being covertly “terribly racist”.

“I think some companies are purposely putting out noticably [sic] racist ads so they can get more views,” the MC posted. “And that shit racist/bogus so I guess I shouldn’t help by posting about it. But  I gotta just say tho. The ‘sometimes lighter is better’ Hienekin commercial is terribly racist omg.”

“Im not saying boucott [sic] them or go off im just noticing how often it happens and I think they baiting consumers and tweeters and freelancers and shit,” he continued. “Like I didnt wanna tweet about it so bad but its like how can u not.”

Announcing that the company had scrapped the offensive ad, a Heineken USA spokesperson admitted to the BBC that, essentially, they fucked up.

“Heineken has developed diverse marketing that shows there’s more that unites us than divides us,” the rep said.

“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.”

Catch the contentious ad and Chance’s tweets about it below.

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