Katie Hunter, managing partner, Wonderhood Makers
“We all remember Pepsi’s Kendall Jenner ad—unfortunately, this campaign was just as tone deaf. The math of it is easy to understand: a sexy, funny, smart, and talented actor fronts a global denim brand campaign. You can picture the high-fives over the jeans/genes pun in the creative presentation. But the nuances (and perhaps less nuanced messages) are just… off.
“It’s remiss and even a bit stupid not to take the bigger cultural picture and sensitivities into account for a launch of this scale. Particularly in the cultural pressure cooker we’re operating in.
“Perhaps the Trump endorsement was the PR goal they were aiming for, but that feels unlikely. As always, do the homework, the research, and be aware of the bigger cultural picture. We shouldn’t be operating in an advertising vacuum.”
Sol Ricagni, vice president of creative and managing director at Migrante
“Reactions to the campaign are so polarized—it’s pushed every button on the left and the right—that it’s challenging to make sense of it all, which is when the ‘debate’ starts to become just part of the ongoing noise of the culture wars.
“On the one hand, it goes to show how tired consumers are of elitist-skewing ads, and reminds us how important it is not to alienate your consumers.
“But you can’t ignore the fact that the controversy has got the whole world talking about advertising, and it’s interesting that both Sweeney and American Eagle have leaned in rather than backing down.
“Their attitude perhaps says something valuable to brands about the importance of having the courage of your own convictions, and it’s certainly worked for them in terms of immediate sales and share price—although it could all backfire on them in the long term.”
