Viral Isn’t Always Victory: The Sydney Sweeney × American Eagle Ad

Image Credit: Megan Aguilera

As a small business, the idea of going viral is tempting. Who wouldn’t want millions of views and instant buzz? But going viral isn’t always the dream it sounds like; when it goes wrong, it can turn into a nightmare. A perfect example? American Eagle’s campaign with Sydney Sweeney.

Unless you live under a rock, chances are you’ve seen it, or at least the controversy it has caused. What AE thought would be a fun and clever campaign featuring the line “Genes are passed down… my jeans are blue” quickly spiraled into a viral moment that had everyone talking, but not in the way AE hoped.

On the surface, the wordplay was clever. However, it was perceived negatively, and many accused AE of pushing narrow beauty standards and even brushing up against the language of eugenics. The backlash was instant as the internet was flooded with criticism, memes, and hot takes. Some saw it as a jab at inclusivity, while others rolled their eyes at poor execution.

Interestingly, the campaign boosted AE’s stock by 18% and earned massive attention. Here’s the thing: attention isn’t the same as trust. When people remember your ad for the backlash and controversy instead of branding, the spotlight does more harm than good.

The Response That Fell Flat

August 1, the brand finally issued a statement on Instagram: “The campaign is and always was about the jeans. Her jeans. Her story. Great jeans look good on everyone.” In other words, they tried to steer the conversation back to denim and away from the debate over “genes.”

The issue is that many felt the statement dodged accountability. Instead of acknowledging the backlash, it came across as dismissive. They received comments like “This isn’t an apology,” “Nice try, but we see through it.” For small businesses, this is a clear lesson:

Audiences can spot the difference between taking accountability and brushing it off.

Takeaways for Small Businesses

Sure, AE got clicks, headlines, and exposure, but it also sparked a culture war that took away from the product. Remember Pepsi’s Kendall Jenner ad? Or Gillette’s “The Best Men Can Be” spot? Both also went viral for the wrong reasons, one for minimizing protests, the other for polarizing audiences. Being seen by everyone isn’t always the win it sounds like.

Viral content works best when it’s authentic and aligned with your audience’s values. When it misses, it becomes a meme, a debate, or a case study in what not to do. “It’s especially difficult for brands to have full control of a situation that is in the hands of the public.” (Alexandria Velarde)

Instead of chasing viral fame, small businesses should:

• Know their audience through buyer personas.

• Keep it authentic by making sure messaging reflects values.

• Be ready to respond with transparency if controversy sparks.

Image Credit: Megan Aguilera

Viral is exciting, but sustainable growth comes from authenticity, trust, and speaking to the right audience.