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

Didi Delgado and Mirah Curzer have both written excellent summaries of what’s going on in this commercial but I have to question their (lack of) conclusion and ask what should the ad have done instead?

The shortcomings (to put it mildly) of the bigoted characters was revealed but we don’t see the entirety of the discussion between the ‘drinking buddies,’ so we don’t know if they seriously addressed the issue of conflict, or not. Two of the commenters below rightfuly point out that brief conversations rarely change people’s beliefs, but I’m of the opinion that it’s the only thing that will. Hopefully, the bigots gradually encounter more and more of ‘the good ones.’

Changing beliefs is a slow and tedious process and it seems that the victim of such beliefs usually has to be the one to prove his or her worth, unless the perpetrator has a miraculous epiphany. I speak from 64 years of experience in a brown body living in a white world and quite often having been seen as one of ‘the good ones.’ I’ve actually been told as much. Having civil conversation with bigots is the only way towards changing hearts and minds. Belligerence only perpetuates the hostility.

It’s not the way things would work in a just society, but whoever said we have that?