Image Credit: Phillip Pessar
Why is everyone freaking out about that Sydney Sweeney ad? What was so special about it? Why do people care about it? Well, dear reader, I am here to explain to you why that American Eagle Sydney Sweeney ad was so controversial and how it is extremely problematic.
The Ad
Sydney Sweeney, an American actor who is best known for her role as Cassie Howard from the hit show “Euphoria” and her previous controversy with selling her bath water in soap, was the center focus of an ad for American Eagle — a clothing brand most notable for their jeans. From YouTube, I was able to transcribe all of the lines from the ad:
Sweeney: I’m not here to tell you to buy American Eagle jeans, and definitely won’t say that they’re the most comfortable jeans I’ve ever worn. Or they make your butt look amazing. Why would I need to do that? But if you said that you want to buy the jeans, I’m not gonna stop you. But, just so we’re clear, this is not me telling you to buy American Eagle jeans.
Narrator: Sydney Sweeney Has Great Jeans
Sweeney: You see what I did there right? Genes are passed down from parents to offspring, color, personality, and even eye color. My jeans are blue.
Narrator: Sydney Sweeney Has Great Jeans
Sydney Sweeney Has Great Jeans
Sydney Sweeney Has Great Jeans
Sweeney: Hi, I’m Sydney Sweeney, and I’m from Spokane, Washington. I can work as a local hire as well though and I am available for the American Eagle jeans campaigning shoot.
Off Screen Man: Profile and hands, please. Thanks. We’ll be in touch.
Narrator: Sydney Sweeney Has Great Jeans
Off Screen Man: Next.
What Does This Mean?
The ad was made to revitalize American Eagle and get more people to be interested in their clothes. They decided to play into controversy because controversy garners attention. The whole biology lesson was a word play on “jeans” and “genes.” This game is not only a gamble, but dangerous. People who believe in the eugenic word play of “jeans” vs. “genes” will buy it because they see their views are validated. People like me, however, will talk about it and end up bringing attention to their cause because I am not one to be quiet against white supremacy. Their ad was successful at stirring the pot.
The ad revolves around a woman who is white, blue-eyed, conventionally attractive, and who seemingly supports MAGA ideals. Sweeney has endorsed her MAGA family throughout the years. She has claimed that her family was joking and trying to be funny when they wore MAGA hats and posted photos with them on. Sweeney later backpedaled and claimed that the people in the photos were her mom’s friends instead. Then it was revealed that she is a registered Republican in the state of Florida right before the election.
I want to preface, we do not know anything about her vote. We — as strangers — are not supposed to know who she voted for unless she’s explicitly said so. Furthermore, being a registered Republican does not mean that the person will exclusively vote for a Republican on the ballot. Also, we should not be looking up to or idolizing any celebrity, because we do not know them personally.
With that being said, American Eagle knew all of this and still decided to promote their new jean ad with Sweeney. They understood the implications of having her and her fanbase for the ad. They made deliberate word choices that imply eugenics. This was a white supremacist dog whistle! The biology lesson was not needed and didn’t even relate to the commercial. Its only purpose was to have people talk and fight about it.
The ad was continuously shoving it in our faces that “Sydney Sweeney has great jeans,” and proceeded to give her tons of ass shots. That is lazy writing. You cannot just have a speaker say something to talk over the ad and keep playing on the same words. The worst part about all of this is that their stock prices have gone up since the sale. They were successful at promoting eugenics and white supremacy.
Why would a company that promotes inclusivity and diversity make such an advertisement? Because we — the media — are not only giving coverage, but also endorsing this. We are endorsing such behavior through voting fascistically. Those that voted for Trump are admitting to and celebrating fascism because they think it will save them from fascist consequences. They are wrong.
I want to leave you with this tweet: “I never thought the leopards would eat my face,’ sobs woman who voted for the Leopards Eating People’s Faces Party,” from Adrian Bott.
Elaina Caber is a second-year English major with a minor in Professional & Technical Writing and a minor in Creative Writing. EC1051489@wcupa.edu