It was meant to be a collection launch that subtly drew attention to victims of domestic violence. Instead, jeans brand American Eagle found itself in the middle of a viral media storm. And it all had to do with what seemed like an innocent pun at first glance.
At first glance, nothing, you might say. However, a segment of public opinion no longer agrees—at least when it comes to the American Eagle brand.
In a recent advertising campaign to promote their latest fall collection—featuring famous American actress Sydney Sweeney as the face of the brand—they launched the slogan Sydney Sweeney has great jeans. Anyone who only hears the text without seeing it might interpret it as Sweeney having great genes. This was something the brand playfully hinted at visually in an accompanying marketing video.
While the intention was to link part of the collection to the fight against domestic violence, reactions to the campaign went in all directions. According to some, the great genes wink glorified Nazi ideology regarding the so-called Aryan master race. Furthermore, the brand was accused of imposing the slim, white woman as the beauty standard. The more sensual approach of the commercial also proved divisive, with critics claiming the images objectified women from a male perspective.
The narrative shifted abruptly from fighting violence to promoting racism. The idea of protecting people in the name of human decency was overshadowed by an alleged message of exclusion and superiority.
There is plenty to talk about. What is hardly being discussed, however, is the purple butterfly on The Sydney Jean, which Sweeney helped design. That is a real shame, because 100% of the proceeds from the sale of this limited edition collection are donated to an organization fighting domestic violence. A great message, right? Should American Eagle perhaps have featured the butterfly more prominently in their campaign videos and photos? Admittedly, you have to look for it. Food for thought for marketers.
What is allowed in marketing to grab attention in 2025? And how cautious should marketers be? Because if you want to be seen, you have to stand out as a brand. And that sometimes means taking risks. The big danger: one image, one pun, or one double meaning can—at least for a while—cause serious damage to your brand.
We won’t rule on who is right and who is wrong. But this is the tension in which we often operate as marketers today. Humor works, subtlety sticks, but interpretation can go any which way, with social media acting as a particle accelerator.
At Expliciet, we aren’t saying you should shock just to score easy points. But we do believe you have to dare to do something. A linguistic joke, an edge, an image that isn’t interchangeable with your competitor’s. Because those who chase everyone’s approval and likes ultimately fail to truly touch anyone’s heart.
And no, that doesn’t mean you should ignore every sensitivity. But you also shouldn’t let yourself be held hostage by the fear that someone, somewhere, maybe, someday, might be offended by your concept.
In American Eagle’s case, it led to a lot of noise and opposition from certain quarters. On the other hand, the brand made headlines worldwide and saw its stock price take a significant climb during the controversy.
Our conclusion: a good campaign pushes the boundaries, but does so with style. By focusing on relevance, personality, and distinction. With substance and humor, if the campaign allows. Those who only want to move people without taking risks aren’t marketing, and that will eventually go wrong anyway.
And finally, make sure you always have a solid plan ready as a brand, should things suddenly get risky. Because that, too, is part of the marketing game.
Do you want to position your organization, product, or service in the market in a remarkable, striking, and above all, distinctive way? And do you want to be supported by a partner that pulls out all the stops during the creative process? You’ve come to the right place at Expliciet. Come tell us your story, so we can craft the perfect marketing extension for it!