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>Sometimes
It looks as though we might be entering a Golden Age of racist advertising, folks.
First, Dove aired a commercial in which a negress removed her top to reveal a white human underneath.
Next, H&M featured an image of a negro child wearing a “coolest monkey in the jungle” hoodie.
This time, Heineken has climbed aboard the Hate Wagon with a brutal “sometimes, lighter is better” commercial that has already caused the black suicide rate to skyrocket by 25%.
An advert that shows a bottle of Heineken sliding along a bar past black people with ‘sometimes, lighter is better’ has been criticised for being racist.
The advert shows a bartender sliding a bottle of Heineken along the bar to a woman who looks sad.
The barman then sends the beer sliding past a black woman, a black man playing a guitar, and a black woman walking past.
It then ends front of the model with the caption ‘sometimes, lighter is better’.
Chance the Rapper called out the advert over the weekend saying: ‘I think companies are purposely putting out noticeably 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 just gotta say tho. ‘The “sometimes lighter is better” Heineken commercial is terribly racist omg.’
Chance the Rapper’s first name is literally “Chancelor” [sic]. In the black mind, that means he’s officially head of state.
The advert has since been pulled from Heineken USA’s YouTube page.
Spokesman Bjorn Trowery said: ‘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.’
Sorry, Bjorn, but there’s no way that this commercial “missed the mark.”
These multi-million dollar companies hire the most ingenious and perceptive marketers in the industry, and the number of professional screenings that a new commercial goes through – from outline to actualization, then from actualization to submission – is immense. If a commercial with even the subtlest racial undertones passes through, it was deliberate.
Why? To hurt black people’s feelings?
No – that’s just a bonus.
Like our friend Chancelor, I suspect certain advertisers have realized that creating racist ads – albeit ones that provide enough room for plausible deniability when called out on them – is a fast track to free publicity in today’s ultra PC climate. I mean, the pattern is always the same: company produces a racist ad, blacks chimp out about it, the international press reports on it, and the company gains free publicity for days or even weeks.
Not to mention that Heineken’s biggest consumers are East Asians and low income whites – two groups that appreciate subtle digs at political correctness. It’s a win-win strategy.
If I’m right about marketers realizing the untapped potential of negro tears, then I reckon we’ll be seeing a lot more commercials like this one in the future.
