Chance The Rapper Calls New Heineken ‘Lighter is Better’ Ad ‘Terribly Racist’

Chance The Rapper Heineken


Chance The Rapper just called out Heineken for putting out an ad, which he called “terribly racist,” and many have agreed with him.

The Netherlands based brewing company released a commercial for its product Heineken Light, which shows a bartender checking out a light complected woman in a bathing suit.

From there, he opens up one of the bottles, slides it towards her and on the way it passes several brown-skinned people, then ends up in front of the lighter woman. After, the words “Sometimes lighter is better” appears on the screen,” which is what Chance mainly had a problem with.


“I think some companies are purposely putting out noticeably racist ads, so they can get more views and that sh– is racist/bogus, so I guess I shouldn’t help by posting about it,” he tweeted on Sunday (March 25). But I gotta just say, though, the ‘sometimes lighter is better’ Heineken commercial is terribly racist.”

“I’m not saying boycott them or go off,” added Chance. “I’m just noticing how often it happens, and I think they baiting consumers and tweeters and freelancers and sh–. Like, I didn’t wanna tweet about it so bad, but it’s like how can you not?”

Afterward, two of Chance’s followers, seemingly one Black and one white, co-signed his opinion that the ad is racist and explained why.

“They slid the beer past a ton of Black people, then once it came to the white people they say ‘sometimes lighter is better,’ one of the men wrote. “High key suspect.”

“Yeah, it’s bizarre that they’d even think it’s okay,” the other guy tweeted. “Makes me think Chance’s theory is correct. It’s subtle enough to maintain deniability but noticeable enough to gain publicity. Plus, it gives them big ups within the anti-PC (pro-casual racism) crowd.”

Others, however, disagreed with the “Coloring Book” rapper and felt that he was being overly sensitive. Those same people also said the ad was about light beer, so what other word besides “lighter” was the company supposed to use?

Plus, some accused Chance of being a race-baiter, which he’s yet to respond to but one woman did.

“Not sure what’s funnier,” wrote @ladylexx30. “The blind Black folk who don’t see the problem, the clueless white folk who don’t have a clue what colorism is and how prevalent it is among POC. Or simpletons who shout ‘race-baiting’ when a person brings attention to things that are clearly racist.”

Atlanta Black Star reached out to Heineken and one of their marketing reps issued the following statements via email.

“For decades, Heineken has developed diverse marketing that shows there’s more that unites us than divides us. 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,” the statement read.

You can read some of the Twitter conversation regarding the ad and Chance’s tweet below.

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