In the video the beer passes by the black clients to the white girl, and the phrase can be translated as “sometimes lighter, it means better.”
In a 30-second clip, a bottle of low-calorie beer rides past the blacks straight to the white girl. The slogan “sometimes, lighter is better” can be translated as “sometimes easier, it means better”, but it can be “sometimes lighter, it means better”.
The company said that they “missed” with such advertising and had in mind that their beer is not as high-calorie as other varieties. The video was removed and removed from the ad units on TV.
One of the first Heineken ads was criticized by rapper Chance the Rapper, who called her “terribly racist”. He added that he does not call for boycotting the company, but “just pays attention.”
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) 26 March 2018
“It seems to me that some companies intentionally shoot racist advertisements to collect more views. And racism, and its imitation, will not help in advancing. But I want to say. The slogan “sometimes, lighter is better” in advertising Heineken is terribly racist ”
He was joined by other users.
Just saw this ad and immediately recognized the racialized message without having seen any tweets about it previously. I do not think this was a coincidental mistake. It comes across as very intentional. @Heineken NO!
— shannonbieger (@shannonbieger) 26 March 2018
“When I saw this advertisement, I immediately thought about the racist message, but no one tweeted about it. I do not think this is an accidental mistake. Looks quite deliberately ”
This Heineken light beer commercial is definitely racist. What idiots do they have approving this ad? Fire that person. And the ad agency who developed it should be fired. Period. No excuse for this. I watched the ad. It's racist.
— Helen Ehrenhofer (@helenehrenhofer) 26 March 2018
“This Heineken advertisement is absolutely racist. What idiots approve of this? Attack this person. And the advertising agency that did it together. No excuses for this. I saw this advertisement ”