Recently, American Eagle rolled out a contentious ad campaign for its blue jeans line, starring actress Sydney Sweeney. While Sweeney made a peculiar comment on genetics—stating, “genes are passed down from parents to offspring, often determining traits like hair color, personality and even eye color. My jeans are blue”—the focus quickly shifted to the playful portrayal of her figure in the brand’s denim.
The result? A whirlwind of online reactions.
Almost immediately, social media erupted. One TikToker provocatively compared the ad to “Nazi propaganda,” leading NPR to label it “the ad campaign that launched a thousand critiques.” CNN pondered what lessons America could glean from the Sweeney debate. Additionally, Vox took the opportunity to discuss the “unsettling legacy of the blonde bombshell.” Even prominent figures like Dr. Phil and Lizzo joined the commentary, each expressing their own concerns regarding the portrayal. Interestingly, the U.S. president found time to weigh in, albeit with a typo-laden statement calling “Sidney”’s ad the “HOTTEST.”
In a twist, right-leaning influencers, including J.D. Vance and Ted Cruz, attempted to shift the narrative, framing it as a struggle against a purported backlash. To provide context, Rolling Stone outlined a timeline reflecting conservative efforts to claim Sweeney as a cultural icon.
You’d think that with this surge of interest, Sweeney’s new film, Americana, would have seen a box office boom, right? Surprisingly, this wasn’t the case. The film opened to a mere $500,000 (approximately €470,000), as reported by The Hollywood Reporter. While critics offered mixed reviews—Vulture described it as a “’90s-style ensemble crime movie” and RogerEbert.com remarked on its strong cast but lack of political depth—most people seemed unaware of its release.
The marketing efforts for Americana appear to have been lacking. Despite my frequent visits to the cinema, I hadn’t encountered any promotions for the film before researching this article. The film’s generic ad seemed devoid of any distinct identity or partisan appeal.
Is the internet manufacturing reality in unexpected ways? The chaos created online occasionally spills over into the real world, as seen in various historical events.
However, the truth remains: the American Eagle ad wasn’t a deeply felt issue for most people. Despite some leftist outrage and the MAGA commentary seeking to stoke the flames, the overall response was tepid. A recent poll from The Economist/YouGov indicated that just 12 percent of Americans found the ad “offensive.” After years of intense online discourse, it seems that America might be running low on moral panic.
What did the ad campaign reveal about American views on body image? The mixed reactions highlighted an ongoing dialogue around how women, especially in advertising, are perceived and represented.
Can a celebrity endorsement significantly shape a product’s success? Certainly, celebrity influence can sway public opinion and boost sales, but effective marketing strategies are essential for creating genuine consumer interest.
Will Sydney Sweeney’s image recovery be swift after this controversy? Given the interconnectedness of media narratives, the focus on her will likely shift, but how her films perform moving forward may be telling.
What lessons can advertisers learn from this backlash? This situation underscores the importance of carefully considering messaging and context in advertising campaigns to avoid unintended consequences.
Engaging with our culture has never been more complex. Whether it’s through fashion ads or celebrity drama, each moment invites conversation and reflection. If you’re interested in exploring more intriguing topics, check out Moyens I/O.