Advertising Age wondered, “How did this happen? Behind Heineken Light’s ‘lighter is better’ ad mistake.” Does anyone really need to ask the question? As MultiCultClassics noted, Heineken has executed questionable moves in the past, involving the actual work and the ways the work has been assigned. And its White advertising agencies have even worse records of cultural cluelessness. When ignorant brands partner with ignorant agencies, the ignorance is magnified. Of course, idiots like Brad Jakeman will blame “vocal minorities” such as Chance the Rapper. Meanwhile, the responsible advertising agency is the “non-vocal majority” that dodges accountability. Advertising Age opined the scenario showed “the inherent danger when brands try to import work into the U.S. from abroad.” Okay, but it appears that the responsible advertising agency is part of a global network—and these holding companies sell themselves to clients as being most qualified to handle global messages. Chance the Rapper originally stated, “I think some companies are purposely putting out [noticeably] racist ads so they can get more views.” Sadly, some companies are putting out racist ads because they—and their “global” advertising agencies—have limited views of the world.
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