Perhaps you have now heard that Sydney SWEENEY has great jeans or genes or both. According to PR experts, it also has a fairly great brand awareness.
This may not be the positive forecast that you would expect for someone American Eagle ad Campaign “, Sydney Sweeney Has great jeans, “has triggered online counter -reactions this week.
In the expensive campaignThe 27-year-old actor plays in a number of clips that rely heavily on punny words and insights in their split. (At some point she even cheekily scolds the camera: “Hey! Eyes up here!”)
“Genes are passed on by the parents to descendants that often determine properties such as hair color, personality and even eye color,” says Sweeney in A clipThe camera swings over its denim body. “My genes are blue.”
The ads quickly catch the heat of critics they called. “regressive, “” offensive“And a”Eugenic's dog whistle. “
“Nowadays is a blonde, blue -eyed white woman, who is kept as a copy of 'Great Genes' wrote at Slate.
Tikok was less charitable. “It is a diabolical copy in this political climate”, ” User @jessbritvich said in a video with over 2.8 million views.
Not everyone was impressed. Some pointed out that the American tradition of having sexualized young actresses goes back to the Hawk -Denim to step out of the notorious Calvin Klein display from Brooke Shields from 1980. Conservative experts like Megyn Kelly liked to call “The Lunatic Left” because they were thrown into a tip. Even The communication manager of the White House Steven Cheung Start and call the counter reaction “Cancer Culture Run Amok” in a contribution to X.
In the meantime, SWEENEY has passed on business as usual: On Monday, she posted a photo of her manicure in her Instagram story. She refused to speak to her critics or publish an explanation, and her representatives and American eagles did not answer our inquiries about comments.
When people are waiting for Sweeney to surrender, it looks like they have to set up a camp.
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“She doesn't bang the mob,” said Eric Schiffer, PR and Branding expert to me. “It will be even bigger because of that.”
Sweeneey's brand is about doubleing yourself, not shrinking
SWEENEYS collaboration with American Eagle is not the first time that she bends into her sexuality and triggered controversy as she promotes a product. Your spring cooperation with the hygiene company Dr. Squatch hit waves with its limited soap called “Sydney's Badewater Bliss”, which the company says that the company is produced with “its actual bathing water”.
While A Criticism of this campaign Sweeneey's perceived lack of agency may have been exaggerated: Sweeney said to E! News you actually Put the bathing water soap idea itself. Men “kept asking my bathing water,” she said. She just listened.
The American Eagle ads work similarly and position Sweeney as a willing sex symbol that is only here to give people what they want.
According to Schiffer, Sweeney's recent notes strengthen the core cities of her brand as a woman who is fearless, rebellious, unadorned sexy and apparently comfortable with a certain controversy.
“I think she likes it,” Schiffer said about Sweeneey's preference to order the masses. “She has a strong self -confidence and my feeling is that she is not afraid of such things.”
SWEENEYS WEG in Hollywood is more calculated than it appears
Sweeneey's Breakout role in HBOS “Euphoria” as Cassie Edwards, an unsafe high school, who is looking for confirmation in men, put them on the map. The controversy of the show, the representations of sex and drug and cassie's many naked scenes, especially critics, as free of charge-to a sex symbol that the public could not decide exactly, could not quite decide whether to apologize for it.
When SWEENEY finally talked about removing everything on the screen, she made the record clear. “There are hours of compilation of world -famous male actors with nude scenes who win Oscars and are praised for this work.” SWEENEY said Cosmopolitan. “But the moment a woman does it, she worsens.”
In the same year she told the Hollywood reporter that despite the invasive comments and the slutshaging she will continue to film nude scenes.
Instead of moving away from her assets, Sweeney often takes over roles in which she looks comfortable. When she organized “SNL”, she joked in her monologue about how it was her career plan B and played a Hooters waiter in a sketch.
The hug of her sexuality creates a dissonance with SWEENEYS SAVVIER Business decisions, such as the risk of the Marvel Flop “Madame Web” because it has made valuable future connections at Sony, and the double contract as a star and executive producer in 2023 from “Everyone except you”.
She was also at the front of her need to deal with a salary check, and told the Hollywood reporter that she can't afford to take a break from acting.
But while SWEENEY may prevent branded business for the salary check, it is unlikely that you will not think critically about your image if you register with a large American Eagle campaign.
“Capitalism trumps the cancellation”
The highlighting of the attraction of a blond white woman with jokes about “genes” was always risky at a time when white supremacists feel politically encouraging. Despite the strong reactions on social media, the PR specialists with whom I spoke agreed that there is a difference between the goal of insulting people and tearing a few feathers in a playful way.
“The question was was, was [the campaign] definitely to insult? I think the answer to this is clear Goodwin Consultingtold me. “Was it intended to request thinking and maybe bring yourself up a little? Yes, I think so. And everything in the name of money.”
It is more likely that the Sweeneys team expected a certain degree of setback, as with bathing water stunt, and decided that it would be worth gambling. “She likes to be a bit provocative,” said Goodwin.
Sydney Sweeney takes part in the London premiere of “Echo Valley”. Stuart C. Wilson/Getty Images
If sex sells – well, also outrage. SWEENEY seems to be bowed. And if there is indignation online, Schiffer noticed that is only half of the story.
“The numbers speak. I mean, take a look at all the things that some of these stars went through, but they are still successful,” said Schiffer and quoted Morgan Wallen as a recent example of a controversial superstar.
SWEENEYS numbers speak loudly and clearly: Dr. Squatch said Adweek that almost 1 million people have registered for them Sydney's bathing water gift gift gift in a period of five days; A month later, Unilever acquired the brand in A sale of 1.5 billion US dollars. After Sweeneey's partnership was announced with American Eagle, the company's share in the Premarket trade rose by 19% and received Sweeney the title “Meme Stock Icon”.
“Yes, she can face some Casting directors that she will see as easy liability with some of the people she alienated,” Schiffer said about Seeney's future, “but there will be many casting directors that will make backflips for you so that it turns out.”
“If sales stay strong, Corporate America will twitch,” Schiffer concluded. “Capitalism exceeds cancellation.”