This denim ad speaks a lot about marketing and us: But let’s not exclude climate change from all of this drama
This ad campaign initially started as a denim promotion. But it has turned into one of the most debated ad campaigns of the summer. American Eagle’s July 23 ad starring Euphoria actress Sydney Sweeney has been titled: ‘SYDNEY SWEENEY HAS GREAT JEANS‘.
This campaign has triggered strong reactions online. The core tension lies in ‘jeans’ and ‘genes’. The star speaks: “Genes are passed down from parents to offspring, often determining traits like hair colour, personality and even eye colour…My jeans are blue.”
This clip playfully combines fashion and biology. Its original intention is solely to sell jeans. But people are not liking the idea. Critics are of the opinion that the ad brings into focus Sydney’s blonde hair, blue eyes and fair skin – and simultaneously, references genes.
Brands need to take ad campaigns and climate change more seriously
Though American Eagle quietly discarded the ad clip from its social media platforms, discussions had already been triggered. Some people note that marketing campaigns these days are ignoring cultural values in pursuit of viral success.
The discussions started taking an unexpected turn as US President Donald Trump joined in on Truth Social, emphasizing that: “Sydney Sweeney, a registered Republican, has the ‘HOTTEST’ ad out there…the jeans are ‘flying off the shelves’.”
If the core of this campaign is taken into consideration, it is just a denim ad. But its unexpected cultural impact highlights that brands need to take their ad campaigns more seriously. Uniqueness is appreciated, but definitely not at the cost of hurting cultural values.
Moreover, in all of this ad campaign drama, it is necessary not to forget about the impact the clothing industry has on climate change. This sector is a key contributor to greenhouse gas emissions, responsible for significantly pushing global temperatures.
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