If the Heineken ad is so terrible, why do minorities bother to tell their stories?
Because it works.
I get it, I get it, being a constant brand ambassador for your race or group effing blows. It’s bullshit to expect fallible humans to be perfect all the time, and exhausting in the extreme to have to constantly worry about what people are going to say or do to someone else of your race or group because of something you did. I can get a sense of it.
This commercial isn’t about “putting up with someone’s hatred just a little longer”. It’s about having the patience to break through the two-dimensional view of stereotypes and replace it with a three-dimensional view of human beings.
Is it truly realistic in the potential outcomes of the situations presented? Not necessarily. I wouldn’t advise any of that be done in real life without plenty of witnesses and a minority of hate-groups in attendance. But it does speak to the possibilities, of what might happen if we can get them to listen a little more and speak a little less, with the same from us.
Because telling these stories works. To use a phrase from one of my favorite radio hosts, making it plain works. Painting that picture of what life is like for marginalized groups, in panorama and as vibrantly as possible, makes people reevaluate their views.
Repetitive and exhausting for those belonging to marginalized groups? Yes. Worth it in terms of return on investment? Yes. If life, or people, were fair, this work wouldn’t need done. But they’re not, and it does. For all of us, even the hate-groups, because there may come a day when they’re in the minority of whatever non-hate-group or race, and they need protection, too. Just a thought, Pepe.