Corporate America Stands Firm Amid Sydney Sweeney Ad Backlash
UPDATE: The backlash against Sydney Sweeney’s recent jeans advertisement for American Eagle is failing to gain traction, as corporate America appears to remain unfazed by leftist outrage. The ad features Sweeney, known for her role in Euphoria, showcasing her style in a pair of blue jeans while playfully referencing “genes.” Despite attempts by critics to incite a consumer revolt similar to the Bud Light-Dylan Mulvaney controversy, the campaign has been met with overwhelming support from American consumers.
Just days after the ad aired, shares of American Eagle have surged, with reports indicating a significant increase in both sales and brand visibility. According to NYU Marketing Professor Eitan Muller, this is no coincidence. He stated in an interview with Fox Business, “The commercial attracts attention, drives Google searches, and boosts the brand. Yes, she does have great genes—and it rings authentic. That’s what you want from an ad.”
Critics from the left have expressed outrage, claiming the ad promotes outdated stereotypes and harkens back to a more divisive era. However, data shows that the majority of American consumers are indifferent to the controversy. The ad campaign launched in July 2023, coinciding with a broader trend of brands reevaluating their marketing strategies post-wokeness backlash.
American Eagle’s decision to feature Sweeney has sparked a debate among progressives who argue that the portrayal of a blonde, blue-eyed actress reinforces cultural stereotypes. Yet, many Americans across demographics seem to resonate with the ad’s light-hearted tone and relatable messaging.
As corporate America shifts away from the extreme political correctness that once dominated marketing strategies, businesses are learning the importance of messaging that attracts rather than alienates customers. The costly fallout from previous campaigns—such as Bud Light’s drastic decline in sales after featuring Mulvaney—has prompted brands to adopt more inclusive approaches without compromising their core identity.
With Sweeney at the forefront, American Eagle is set to capitalize on this positive momentum. The company has reportedly increased its advertising budget, aiming to leverage Sweeney’s growing popularity. Analysts are predicting that the brand’s stock price could continue to rise, reflecting the success of their current marketing direction.
The ad’s success is a clear signal that consumers are looking for authenticity and relatability in brand messaging, rather than political agendas. As the dust settles on this latest cultural skirmish, it’s becoming clear that the outrage is unlikely to impact the brand or its sales in a significant way.
Next Steps: All eyes will be on American Eagle as it continues to roll out new campaigns. Industry experts suggest that Sweeney will likely remain a key figure in their advertising strategy, appealing to a wide audience eager for a return to straightforward and engaging marketing. The upcoming months will reveal if this trend persists, or if additional controversies will emerge as brands navigate the complex landscape of consumer expectations and political sensitivities.
As of now, it appears that Sydney Sweeney’s portrayal in American Eagle’s ad is here to stay, resonating with the core values of most American consumers who appreciate good jeans—and good genes.
