The recent American Eagle advertisement featuring Sydney Sweeney has sparked a lot of talk–and more about the choices made in the ad rather than the jeans themselves. Despite racial or political stances, American Eagle has used multiple really effective techniques from a marketing standpoint. Let’s break down each one, how they work, and how rival brands are already taking on the crumbs they left. In the end, we may even jump in and give our own spin to what could’ve been done differently 😉
What Worked (and Why)
From the beginning, the ad strongly uses reverse psychology as a red herring. Sydney Sweeney saying “I’m not gonna tell you to buy these jeans.” in what’s obviously a jeans ad? Audiences will think they spotted AE’s trick here, but it actually just made them more easily swayed. Any techniques used as the ad progresses is a lot less likely to be overanalysed, and therefore double in effectivity.
We’d also say that the choice of having Sydney Sweeney in the ad: a deliberate decision that shows AE understands their audience’s psychographics. A hot, blonde, blue-eyed white woman strolling around in white tank and jeans never fails to catch the male gaze. But the question is: if the product is women’s jeans, are men really the target audience?
Fact is, men have been conditioned, both evolutionarily and socially, to select women based on visual traits, making them often the default target of sexually appealing advertising. AE has intentionally targeted men to get them talking, making women–particularly younger ones with insecurity issues– want to pursue SS’ standard of beauty.
Also, we can’t ignore how much Sydney Sweeney’s outfit and whole identity in the ad gives off ‘American Dream’ propaganda vibes. Her white tank and jeans symbolise freedom and patriotism during World War II. Although this outfit is more common among men in Old Hollywood, a female wearing it takes audiences back to the good old days for Americans: things were simpler, and hot women are those who have blonde hair and blue eyes.
Let’s not forget the part SS revs the engine of an old Mustang and kicks up lots of smoke. Definitely reminiscent of old American cars that are faster and stronger, strengthening the patriotic concept that the ad is implying. Again, political views aside, the real takeaway for marketers when it comes to making an ad is: consistency in every detail, from the outfit to props to the setting. Let them all reinforce the story you want to tell. In AE’s case, the pieces all blended into an “American Dream” aesthetic-slash-propaganda.
What Missed the Mark
So far, we’ve seen how AE’s ad works because it cleverly mixes psychology techniques, tapping into their audience’s insecurity, and combines various visual elements that shape the American Dream theme. What about the marketing missteps?
First, the ominous Cold War style adult male voice saying, “Sydney Sweeney Has Great Jeans” is a deliberate use of repetition hypnosis. While we get this choice of voice may be in line with the whole theme of the ad, it can lull audiences into false security or generate distrust. AE projects their company as the Regular Guy/Gal archetype, focusing on comfort and approachability–so this hypnosis-style voice doesn’t quite align with that.
Then, for the obvious “jeans/genes” double entendre, they could’ve gone all the way and relate the script to the quality of their jeans. We’ve seen this with the old Calvin Klein x Brooke Shields ad in 1980–same pun, same wordplay, but Shields discusses genes at length, even connecting them to the evolution of CK as the superior brand. With AE, we don’t hear this same speech–the ad relies more on Sweeney’s visual attraction and other ‘American Dream’ aspects.
Here’s also a part where it gets problematic: many have said that this ad is not being inclusive to women of other races. We’d say it’s not even being inclusive to all American women. Truth is, SS wears size 23 jeans; considered a very small US size, similar to 00 or 000. With the average clothing size for US women being 16-18, the female insecurity and identity framing angle fall flat for a massive body of their consumers.
Not to mention, AE’s market isn’t just white American women. Americans actually only make up 57% of their audience demographics, while the rest consists of black (13%), Hispanic (12%), Asian (10%), and other ethnicities. Leaning too much on an unattainable identity frame can alienate excluded and emotionally vulnerable customers to search for a new source of belonging from other brands.
What Other Brands have Baked with the Crumbs
Which brings us to this part. Almost like taking the baton from AE but running in the opposite direction, here are some brands that have cooked their own stuff:
Rival brand Old Navy has come up with a campaign showcasing their denim with a strong focus on fits for “all”.
We do think it’s heartwarming–however, the video may lean a little too heavily on vanity, with lots of photoshoots and posed shots. While that’s completely fine, the message of ‘jeans that feel comfortable in your own skin’ would have landed stronger if we saw these women going through their everyday lives in them.
Ralph Lauren has also garnered praise for celebrating heritage and culture in their latest ad. Their Oak Bluffs collection pays homage to generations of Black travelers. The fact that they created a 22-minute campaign showing their own portrait of the American Dream evoked cultural depth and genuinity, not something superficial and centered only on looks or a narrow beauty ideal.
How We Would Blow This Up (In a Good Way!)
As for us here at Garaj? We thought it’d be cool to share how we would do a campaign like this our own way. Extra points because we are still going to use the marketing techniques AE did–yes, the old patriotic ideals and even the male gaze.
Let us walk you through a jaw-dropping response campaign that could’ve sparked conversation, grabbed the market and outshone AE without the controversy.
“Good American Jeans Come in All Shapes and Sizes”
Think a sexy dark skinned woman in blue jeans fixing a vintage car, Megan Fox in Transformers type framing. She calls out in a sexy but non-chalant voice: ‘Hey, could someone pass me a wrench?’. A sexy woman with Korean features rolls out from under the car’s body, camera pans up her body, she wipes some dust from her face. Pulls a wrench out of her very defined jean butt pocket and hands it to the dark-skinned woman.
Behind them, a third woman strides in with a toolbox, this time with a prosthetic leg under ripped blue jeans. She’s effortlessly hot, strong, and unbothered. The camera lingers on her stride, the fit of her jeans, and how she carried the toolbox like it’s nothing. She joins the other two at the car, completing the trio: three women, three different bodies, same undeniable hotness.
Big white neon sign with red and blue outlines flickers on the back wall of the garage: ‘Good American Jeans Come in All Shapes and Sizes’.
Still ‘American Dream’, still patriotism/lets make the men want you, but attainable. A campaign that feels sexy and aspirational, but also inclusive and affirming, making women feel empowered while still playing the game of desirability.
Something More Feasible for Smaller Brands?
Didn’t have the budget for a video? Check out these image ideas we came up with that convey the exact same idea.
So, imagine this picture, but with beautiful women of different races and body types wearing white tee/tank and blue jeans in different styles against a long American desert highway. Iconic, powerful, all-American but modern and inclusive.
And what about one in a classic American diner? But instead of stereotypically hot women serving fries and shakes to men, we have a group of women just enjoying their time, chatting, laughing, and not giving a care–all wearing different cuts of blue jeans. The diner may have a neon signage style with American flag colors which reads “Good American Jeans Come in All Shapes and Sizes”.
And if road trips and diners aren’t quite your aesthetic, maybe a run-down roadside gas station at dusk will. One woman pumps gas, another leans against the car, the prosthetic-leg model squats fixing her shoelace. All of them are effortlessly sexy, showing off jeans from every angle. The neon sign above says: “Every body fuels the dream.” It’s raw, rebellious, Americana.
From Fumble to Crumbs and Lessons Learned
The AE ad may spark a whole lot of different takes, but they have undeniably used lots of clever techniques from a marketing perspective. As for the errors? Rival brands have spun their own versions—some more rushed, some more thoughtful—but it just goes to show that marketing is a multifaceted game, and everyone has a move to play.
At Garaj, we’re here to help you not just catch the crumbs, but bake the whole loaf. Reach out to us and let’s craft a campaign that turns heads, goes nuclear, and makes you unforgettable. Come say hi today!