Dear Didi, the problem with the Heineken ad is not in the content is in the execution. They have a successful formula for ads and they though that it was going to work. My guess is, if you don't know how to discuss a subject don't do it.
I don't understand why companies have to make a stand about, diversity, gender and other subjects. If your product is good and if your mission is inclusive it will sell for everyone. You just don't have to raise a flag, saying…"i am a cool company". But that's just my opinion.