That Heineken Ad Isn’t Sweet; It’s Dangerous
Mirah Curzer

I am a gay Asian man and struggle with prejudices everyday. I disagree with the critique.

Personally I think the ad’s failing is to stay firming within social justice issues. For too long social justice issues have been used to mask far more urgent issues that threatens our entire civilization. But I know that wanting a corporation to question capitalism and grapple with its own contribution of climate change is expecting too much.

So staying within social justice, the issues in this realm are mainly that of unequal power structures: racism, transphobia, homophobia, etc. The first step has to be bringing the privileged to sit down on an equal footing with the subaltern. This work is not at all easy. Most truly marginal people do not have the privilege/power to demand equal treatment, safe space, etc. etc. We have to figure out unthreatening ways to make our oppressors first grant that we are equally valid human beings, and then have conversations that change hearts and minds. And the privileged do not enter such a conversation without risk. This is a lie. If they change their minds and become supporting of equal treatment for trans or gays, they risk the ridicule of their friends and family.

To suggest otherwise derails the possibility of healing and bridging.

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