chance-the-rapper-university-of-chicagoIt’s too predictable at this point: A major brand creates a tone-deaf ad, justified roasting ensues online, said brand promises to do better next time.

But why can’t “next time” just be now?

Heineken recently released an ad for its light beer. In the spot, a bartender notices a woman who’s visibly glum that she can’t drink her white wine because it has too many calories. Sensing his moment to be a hero, the bartender pops open a Heineken Light and slides it across the party toward the young woman as the tagline, “Sometimes, lighter is better” appears onscreen. See the ad and read more from Fast Company.