Sometimes, an ad meant to be cheeky ends up lighting a match—and not in a good way.
That’s exactly what happened when actress Sydney Sweeney teamed up with American Eagle for a denim campaign that has the internet in a frenzy.
The tagline? “Sydney Sweeney has great jeans.”
Innocent enough at first glance—but for some, it quickly turned controversial.
Sydney Sweeney’s Ad Puts a Spin on a Familiar Pun
The campaign plays on the words “jeans” and “genes,” leaning into the classic pun.
In one of the ads, Sweeney quips, “Genes are passed down from parents to offspring, often determining traits like hair color, personality, and even eye color. My jeans are blue.”
While meant to be lighthearted, the wording triggered intense debate online.
Many viewers saw it as playful.
Others accused the campaign of flirting with dangerous messaging, suggesting that it echoed the kind of language used to promote eugenics or ideals of white supremacy.
Internet Reaction Divides Viewers
Social media users have been fiercely divided.
On one side, critics labeled the ad as tone-deaf and problematic.
On the other, many are dismissing the uproar as another case of cancel culture gone wild.
One person firmly in Sweeney’s corner? WWE Hall of Famer Sgt. Slaughter.
He posted his support on X (formerly Twitter), saying, “Attention Sydney Sweeney, YOU GO GIRL & That’s An Order!!”
Slaughter, whose real name is Robert Remus, has been a wrestling legend since the 1970s and appeared on SmackDown just last week in a tribute to the late Hulk Hogan.
Experts Urge Caution Over Subtle Messaging
While celebrities like Slaughter defended the ad, others are calling for a closer look.
ESPN commentator David Dennis Jr. shared that he initially thought nothing of the campaign—until scholars specializing in messaging, fascism, and eugenics explained the underlying tones.
That changed his perspective entirely.
In a follow-up post dripping with sarcasm, Dennis wrote, “I’m just happy that these AE ads are making it safe for conventionally attractive blue-eyed blonde women to be accepted by society again.”
Another critic didn’t hold back, calling the ad “one of the loudest and most obvious racialized dog whistles we’ve seen in a while.”
Media Outlets Weigh In on Deeper Implications
Salon also chimed in, pointing out that the phrase “great genes” has historically been used to reinforce ideals of whiteness, thinness, and conventionally attractive beauty standards.
The article criticized the campaign as being “tone-deaf” and out of touch.
But some believe the controversy might have been the point all along.
Publicist Suggests the Controversy Was Intentional
According to publicist Alexandria Hurley, this wasn’t a marketing blunder—it was a calculated move.
Speaking to DailyMail.com, Hurley argued that this wasn’t Sydney Sweeney’s first brush with controversy and certainly wouldn’t be her last.
She cited past examples like Sweeney’s Hooters-themed SNL sketch and her “Bathwater Bliss” partnership with Dr. Squatch, suggesting that the actress isn’t afraid to push boundaries.
“Rather than walk it back after criticism, she’s leaned further in,” Hurley explained.
“That’s not oversight. That’s strategy.”
Attempts to “Fix” the Narrative Draw Mixed Reactions
After the backlash, American Eagle and Sweeney responded—but not with an apology.
Instead, they released visuals of the actress painting over one of the billboards. Critics, however, weren’t impressed.
Hurley called the move performative and pointed out that the brand made no real effort to address the core concerns raised about the campaign’s messaging.
“The racial undertones being called out aren’t subtle,” she added.
“And the so-called fix doesn’t erase that.”
So What’s Next for Sweeney and American Eagle?
As the backlash simmers, it’s unclear whether American Eagle or Sydney Sweeney will make a more direct statement.
What’s certain is that the campaign—whether intentionally or accidentally—got people talking.
Whether you see it as edgy branding or a dangerous step too far, the conversation around it is unlikely to go away soon.
