Social media users are losing their heads over a beer commercial, but are they making much ado about nothing?
Chancelor Jonathan Bennett, known professionally as Chance the Rapper, raised awareness of a television advertisement for Heineken beer, which the recording artist called “racist” for its alleged insinuation that “lighter”-skinned people are “better” than blacks.
@Heineken been drinking heineken for 20+ years after seeing the pool commercial i decided to drink heineken twice as much @MarkDice @Lauren_Southern pic.twitter.com/SobBBIUDQo
— bud 555 (@bud_555) March 26, 2018
The commercial depicts a bartender who spots a woman looking down sadly at a glass of wine. He grabs a bottle of Heineken and slides it down the table.
The bottle passes three black people before arriving in front of the woman, at which point the words “Sometimes, Lighter is Better” appear on-screen. The ad ends with a glimpse of the woman laughing with two white men.
Bennet called the TV spot “terribly racist,” and speculated that Heineken and other companies intentionally make controversial ads in order to “get more views.”
I think some companies are purposely putting out noticably racist ads so they can get more views. 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
— Chance The Rapper (@chancetherapper) March 26, 2018
The rapper clarified that he was not calling for a boycott of Heineken.
Im not saying boucott them or go off im just noticing how often it happens and I think they baiting consumers and tweeters and freelancers and shit. Like I didnt wanna tweet about it so bad ?? but its like how can u not
— Chance The Rapper (@chancetherapper) March 26, 2018
He also criticized publications that stoked outrage over the article, which he said gave the beer company publicity and missed his “entire point.”
You missed the entire point, I was pointing out that alot 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. Thats the first sentence of my shit. And u didnt mention it https://t.co/qgrNfrfGRX
— Chance The Rapper (@chancetherapper) March 26, 2018
In a statement to Newsweek, Heineken said it “missed the mark,” but asserted the “lighter” slogan was only referring to beer, not skin color.
“For decades, Heineken has developed diverse marketing that shows there’s more that unites us than divides us,” the statement read. “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.”
Many of Bennett’s followers agreed the ad was racist.
Agreed! I think they purposely do this racist stuff to see the outrage and get their names front and center without consequence, except for @PapaJohns ?
Over it but when I see @Heineken I’ll be sure to bypass that beer, just like the commercial!??♀️
— BlissBae (@btweet2all) March 26, 2018
Wow. I can’t believe all the replies claiming that you are reaching with this! It’s like blatant “subtle” subliminal racism. The beer passes 3 Black people in a row & heads straight to the light complexioned Latina, w/ 3 white guys in the background as the slogan comes up. HELLO
— Cecilia Martin (@CcPrincess20) March 26, 2018
Like it even went past 3 black people to a “lighter” woman. Then says “sometimes lighter is better”. As opposed to what exactly, Heineken? ? it’s pretty obvious. pic.twitter.com/o79iQIDEYc
— Derick Waggoner (@ComeHereShadow) March 26, 2018
Other believed the recording artist was “reaching”–seeing racism where there was none.
You are reachin my guy
— Taki Charisis (@YourBoyTaki) March 26, 2018
You are really stretching. The world needs to grow up and drop trying to twist everything into something bad!
— Alan C (@alanc898) March 26, 2018
This is stretching pretty thin, it’s about the debate between light beer and heavier beers, you’re saying it’s racist, but you’re the one making it about race. You’re part of the problem on this one, not the solution.
— ㅤ (@imsuper_toxic) March 26, 2018
Stop interpreting everything as racist and then boom the problem is solved
— Blake Mezo (@blake_mezo) March 26, 2018
This seems to be one those situations where one is looking to be triggered….associating light beer with light skin? Isn’t light skin a shade of black skin?
— Ben DuBose (@BenDuBose40) March 26, 2018
lmao so beer is racist now?
— His Majesty (@SheChuckMe) March 26, 2018
You have to be joking. A commercial about LIGHT beer is racist for saying light is better. Sometimes I feel like people over analyze and want everything to be racist. You weird for this one man.
— Elias ?? (@ayeoof) March 26, 2018
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