The Curious Case of Sydney Sweeney…

Brace for impact...but a couple of folks have been asking me my opinion on the latest brew-ha-ha over the American Eagle / Sydney Sweeney situation..and I feel obliged to throw in my two cents.

I will caveat that this is my opinion from an advertising professional perspective. This is not (to the point of my point below) a political expression. I will also say that I truly believe that a majority of the public is either unaware, or extremely misguided on what exactly "advertising and marketing" means...or what we as marketers are trying to accomplish.

As an agency veteran of 30+ years, I will say that the truth speaks in numbers. I for one applaud the campaign, not for any political reason, but because someone finally sensed getting back to the core objective of advertising...which is to create awareness and sell. I also applaud American Eagle for not responding to the noise. They are now being criticized for not releasing a statement on the controversy. Why should they? The campaign did exactly what it was supposed to and they have no need, nor should be required, to make any "oh we're sorry for the perception that some customers might...blah blah blah."

They pulled the trigger on creative that is working. Just like Nike has done, just like Jordache did in the day, just like Calvin Klein did....just as any advertiser has done over the years. They simply recognized that there is an equation that works. There is an equation that sells. There is an equation that creates awareness. That equation goes back decades and across hundreds of brands.
And they don't need to apologize for doing so.

You can say a company has sold out. That they have bent their moral compasses. That they use sex to sell. That they objectify things for gain. That they say things to create waves.

Guess what folks? That's advertising.

Going all the way back to the early fifties of the business. If you find an equation that works...the right headline, the right visual, the right angle to sell a product or service...and that equation immediately gains attention, creates buzz, increases awareness, bolsters sales...then it is doing exactly what it is supposed to. And yes, it's for gain...as is any sales effort in a business. And if it doesn't yield results, we as advertisers aren't doing our jobs.

There is another part of the equation that still stands the test of time as well. If you don't like it, turn the channel, turn the page, don't buy the product or service. As consumers, we have that freedom. The freedom to choose and embrace brands that we like and discard those that we don't.

American Eagle and their agency understand the assignment. To increase sales and exposure with an equation that works, based on the numbers they saw with one that didn't.

Don't think that it's valid?

Ask Jaguar.