The Heineken Ad Is Worse Than The Pepsi Ad, You’re Just Too Stupid To Know It
The DiDi Delgado

One person’s deeply held value is another person’s prejudice. There is an unacknowledged contradiction in the notion of tolerance, and your critique of the Heineken commercial brings this out.

Heineken, however, values sales and doesn’t care to whom. Most commercials are aimed not at thinking people, but at their subjective feelings. To associate a beer with good times is the aim of these pitches. To associate a beer with getting to know radically different people (ala President Obama’s beer with the policeman who arrested the black Harvard professor for breaking into his own house) will appeal to many.

Those of us passionately committed to truth will resent what we see as pandering by corporations to others who do not share our values/insights. One reason America has been celebrated, however is the penultimate value we place on government, allowing peoples of differing deeply held values to mutually benefit in society. The capitalistic theory which assumes that individuals holding differing values will drive the market accommodates people of deeply differing values. The Heineken commercial illustrates this strikingly.

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