American Eagle is launching a new ad campaign with Sydney Sweeney, bringing back the actress after their last collaboration turned into a major internet controversy. The new “Syd for Short” campaign takes a much calmer approach than the previous “Great Jeans” ads that sparked heated online debates.
This time around, American Eagle is betting that sticking with Sweeney will pay off, even after the backlash. The company’s marketing chief says they want to offer Gen Z customers a break from all the noise in their lives.
Learning From Last Year’s Mess
The previous Sweeney campaign became what the company calls “a cultural lightning rod” when people criticized it online. Many viewers didn’t like the sultry, serious tone of those ads. Some even compared them to controversial Calvin Klein commercials from the past.
American Eagle’s CMO Craig Brommers says the new campaign has two main goals. First, they want to start fresh with Sweeney. Second, they want to give young people something peaceful to look at instead of more drama.
“The world is pretty noisy right now,” Brommers explains. “Social media creates noise, geopolitical issues create noise, and Gen Z talks about their mental health challenges.”
What’s Next
The new ads show a completely different side of Sweeney – relaxed, giggly, and casual instead of serious and sultry. American Eagle is hoping this gentler approach will help people forget about last year’s controversy while keeping their popular spokesperson.
