Heineken removes beer advert after Chance The Rapper calls it “terribly racist”

Chance accused companies of "purposely putting out noticeably racist ads"

Chance The Rapper has accused Heineken of racism over a new beer advert, leading the company to remove the ad.

The Heineken Light commercial sees a bartender sliding a beer bottle past three black people before it reaches its intended recipient. The tagline reads: “Sometimes, lighter is better”.

Chance has since taken to Twitter to accuse companies of “purposely putting out noticeably racist ads so they can get more views”.

“That shit racist/bogus so I guess I shouldn’t help by posting about it,” he added, before describing the Heineken beer ad as “terribly racist”.

“Im not saying [boycott] them or go off,” Chance continued. “I’m just noticing how often it happens and I think they baiting consumers and tweeters”.

Watch the ad in full below.

Heineken has since removed the ad and responded to the controversy, with a spokesperson telling BBC News: “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.”

Last December, Chance critiqued the depiction of racism in Netflix movie Bright.

He expressed reservations over a scene in which an orc is lynched, which he interpreted as a thinly-veiled and “shallow” metaphor for racism.

“I always feel a lil cheated when I see allegorical racism in movies cause that racism usually stems from human emotion or tolerance but not by law or systems the way it is in real life,” Chance said. “The characters in #Bright live in a timeline where racism is gone… cause we hate ork now.”