What The Ad Industry Really Thinks About American Eagle’s Sydney Sweeney Campaign
Sydney Sweeney’s new American Eagle ad campaign has stirred up more confusion than actual controversy. Critics are debating whether it pushes outdated ideals or hints at pro-eugenics messaging. But here’s the real issue: the ad just doesn’t say much of anything. It tries to be edgy and nostalgic—but ends up feeling lazy and uninspired.
Let’s Break It Down
There are two big things going on here:
- People can’t stop talking about Sydney Sweeney.
- The ad itself is trying too hard—and failing.
Sweeney, best known for her roles in Euphoria and The White Lotus, is no stranger to public scrutiny. She’s even admitted that her acting income alone doesn’t support her lifestyle in LA, so she takes on brand deals like this one to pay the bills. Whether it’s denim ads or selling bathwater-infused soap (yes, really), she’s doing what it takes to stay afloat.
The drama around her political affiliation resurfaced when news broke that she registered as a Republican in Florida last year. That, paired with her 2022 hoedown-themed birthday bash for her mom—complete with MAGA-style hats—fueled speculation about her beliefs. Former President Trump, unsurprisingly, was thrilled, calling her a “babe and a half.” But does his opinion really add any value here? Not really.
The Ad’s Not Offensive—It’s Just Confusing
Some critics have pointed out the awkwardness of praising Sweeney’s “good genes” in a campaign about “jeans,” especially when it’s a white, blonde actress being featured. But honestly, the real cringe comes from the cheesy wordplay.
In one scene, Sweeney whispers, “My jeans are blue,” right after a brief genetic-sounding voiceover. It’s supposed to be clever, but it just lands flat. What are “blue genes” even supposed to mean? It’s all smoke, no fire.
The campaign clearly tries to mimic the controversial 1980s Calvin Klein ads with Brooke Shields. But instead of feeling like a bold throwback, it feels like a dated copy. American Eagle used vintage filters, classic styling, and a nostalgic tone—but forgot to bring any fresh perspective.
AE’s creative head, Jennifer Foyle, said they were aiming to “celebrate what makes our brand iconic.” But this attempt lacks creativity, connection, and clarity.
Sweeney Deserves Better
To be clear, none of this is likely Sweeney’s fault. She’s doing her job. But American Eagle? They phoned it in.
In one video, she names her favorite denim fits while wearing something completely different. It’s hard to tell if this was meant to be ironic or just careless.
Even the campaign’s one meaningful gesture—an $89.95 co-branded jean that donates proceeds to Crisis Text Line, supporting domestic violence victims—is buried in fine print. That’s a big miss in messaging.
Compare That to Beyoncé…
Now that’s how you sell denim. Beyoncé’s recent Levi’s campaign feels fresh, fun, and confident. Same product category, but with energy and vision. It proves that while jeans may be timeless, the way you market them doesn’t have to be stuck in the past.
So, what’s the biggest problem with Sydney Sweeney’s American Eagle ad? It’s not the politics. It’s not the backlash. It’s that they had all the ingredients for something impactful—and delivered denim-flavored mush instead.
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