A recent discourse has sparked regarding the comparison of two different denim ad campaigns: American Eagle and GAP. Both of the brands utilized well-known figures and catchy slogans, but the American Eagle ad was much more controversial, while the GAP ad received praise from the media.

So, why was the success of these campaigns so different? 

To understand why the reaction to these campaigns was so different, let’s review what each ad entailed:

American Eagle

Possibly the most controversial ad of the year, the American Eagle “Sydney Sweeney Has Great Jeans” ad, released on July 23rd of this year, features a blonde-headed, doe-eyed Sweeney lounging on a couch and preaching her message about having great jeans. While an ad featuring a celebrity would usually be cast off as a quick attention grab from audiences or an easy way to get on TV, controversy sparked over Sweeney’s dialogue and tone: 

“Genes are passed down from parents to offspring, often determining traits like hair color, personality, and even eye color. My jeans are blue.” 

Many found the message behind the quirky, play-on-words slogan to be troubling; some even related it to eugenics, the scientifically inaccurate theory that humans’ genes can be “improved” through selective breeding. In addition, American Eagle’s choice of spokesperson was contentious due to Sweeney’s history of participation in questionable campaigns, such as “Sydney’s Bathwater Bliss”, an ad where Sweeney claimed that the soap was “made with [her] actual bathwater,” which many found demeaning and unsettling. The constant hypersexualization of Sweeney in the media also didn’t help American Eagle’s case, with many people questioning why jeans marketed towards teens and young girls were represented by a hypersexualized motif. 

“My immediate reaction was that she looked good, but I could tell it was going to offend some groups,” senior Fiona McCool said. 

So, what did American Eagle get wrong about modern marketing? 

1. Their audience: American Eagle sells denim to a primarily teenage audience, as seen with their “The Summer I Turned Pretty” campaign, which successfully utilized actors from the teen show to sell their brand. The “Sydney Sweeney Has Great Jeans” ad blatantly ignores the teenage audience and their needs: entertainment and relatability. 
2. The climate of the world around them: In today’s society, diversity and inclusion are often highly targeted; hence, more diversity is needed in the media. Sweeney’s ad struggles in the diversity department, not just because of its eugenics-reminiscent message, but also because its spokesperson is a white, blonde woman who only represents a small percentage of people watching the ad. 

GAP

GAP released an ad selling the same product but with a completely different take. Their ad, posted following American Eagle’s ad on August 19th of this year utilized the popular global K-pop girl group, KATSEYE. The group is known for its young members from all over the world, as well as their dance abilities. In the video, the girl group’s dance, choreographed by Robbie Blue, is set to the widely recognized song “Milkshake” by Kelis. There is no dialogue, but the girls each have their moment throughout the dance to show the outfits they are wearing. The slogan, “Better in Jeans,” is shown at the end and promotes a positive message about uplifting people and their outfits. The media response to this ad was widely positive, with many praising GAP’s use of a diverse group, popular song, and an aesthetically pleasing video structure. GAP has struck gold with this style of video for years. Their recipe? An up-and-coming, unproblematic celebrity or group; catchy song; and addictive dance. Some examples that come to mind is the “Linen Moves” ad campaign, featuring Jungle and Tyla, which was set to the popular song “Back on 74.” “I loved the cinematography and the different shots throughout the video. It was not static and it was pleasant to watch. The music along with the flashy dance moves kept me engaged. Each outfit was super unique as well,” senior Avrey Freer said.

So, what did GAP get right about modern marketing?

1. Audience: GAP’s audience is much wider, yet the ad still appeals to everyone in it. From teens who have listened to KATSEYE or want a catchy dance to post on TikTok, or parents who grew up listening to the song “Milkshake,” the ad appeals to and takes into account its entire audience. 
2. Cultural relevance: GAP used a relevant pop group that is currently trending on social media, which increased the ad’s popularity and engagement. The use of a diverse group of dancers also drew more attention to GAP’s inclusivity and their message that everyone is better in denim. The ad also avoids sexualizing the group, and instead represents them as the talented dancers they are.

Although it is unknown whether GAP has impeccable timing or if their ad functioned as a counterattack to the American Eagle’s, the media’s reaction has shown that people value inclusion, cultural relevance, and positivity in their advertisements, and that more companies should cater towards their audience and cultural climate instead of forcing celebrity cameos or unwanted messages.