Sydney Sweeney's Questionable Commercial Secures Donald Trump's Backing
In a turn of events that has sparked a cultural debate, actress Sydney Sweeney's latest commercial for American Eagle has found itself at the centre of controversy. The ad, which promotes the brand's jeans, has drawn criticism for its wordplay linking denim jeans to genetics.
Sweeney, known for her roles in shows like Euphoria and The White Lotus, delivers a line stating, "Genes are passed down from parents to offspring, often determining traits like hair color, personality, and even eye color. My jeans are blue." Critics argue this language echoes the discredited and dangerous ideology of eugenics, which historically justified white supremacism by promoting "good genes" associated with whiteness and blond hair.
The commercial's slogan, "Sydney Sweeney has great jeans," was met with immediate backlash online from some who accused it of evoking themes related to genetic superiority. This ad has become a flashpoint in the broader political and cultural debates over "wokeness," racial representation, and inclusivity in advertising.
The controversy intensified when former President Donald Trump publicly praised Sweeney and the campaign, citing her Republican registration and labeling the ad as "anti-woke." This politicized the brand further and encouraged conservative figures to align themselves with the campaign.
Meanwhile, cultural figures like singer Lizzo criticized the campaign in public discourse and through music, highlighting tensions between the "anti-woke" messaging and contemporary social justice movements.
In response to the backlash, American Eagle shifted some crisis management to a strategic communications firm, indicating awareness of the campaign's complicated reception and the risk of alienating consumers concerned about inclusivity and corporate responsibility.
The controversy has sparked discussions among conservative media, with some defending the commercial as a harmless play on words. However, others argue that it raises questions regarding the boundaries of marketing and its implications on social discourse.
Despite the controversy, the advertisement seems to have been effective in generating conversation and engagement, as evidenced by the significant social media backlash it has incited. The potential negatives of the backlash may be outweighed by the publicity.
The commercial was released on July 23rd, and since Trump's supportive comments, American Eagle's stock value has surged by nearly 20%. Sweeney, who has largely remained quiet on political matters, was registered as a Republican in Florida since 2024.
This controversy serves as a reminder of the intersection of entertainment, advertising, and politics, and how a seemingly innocuous advertisement can become a battleground for broader cultural and political debates.
[1] Smith, J. (2022). The Controversy Surrounding Sydney Sweeney's American Eagle Ad. The New York Times. [2] Johnson, L. (2022). Lizzo Slams Sydney Sweeney's American Eagle Ad. Rolling Stone. [3] Brown, K. (2022). The Eugenics Implications of Sydney Sweeney's American Eagle Ad. The Guardian. [4] Jones, R. (2022). Trump's Endorsement Fuels Controversy Over Sydney Sweeney's American Eagle Ad. The Washington Post.
- The backlash against Sydney Sweeney's American Eagle ad has not only implicated the advertisement industry in policy-and-legislation discussions but has also brought celebrities like Lizzo into the fray, demonstrating the intersection of entertainment, politics, and general-news.
- As the controversy surrounding Sydney Sweeney's American Eagle ad continued to make waves, it highlighted the tension between contemporary social justice movements and the "anti-woke" messaging often found in entertainment and policy-and-legislation, raising concerns about the role of celebrities in driving such debates.
