"You want to know what comes between me and my Calvins? Nothing." The provocative line by then 15 year old actress Brooke Shields was immediately successful and controversial in 1980. In another spot Shields says, "the secret of life lies hidden in the genetic code. Genes,..." as she squeezes into her super tight Calvin's. The concept is directly connected to the product, a new line of slim fitting jeans. The iconic campaign, shot by Richard Avedon, made negative publicity as much a part of the marketing effort as the ads themselves. Though the commercial was banned by ABC and CBS in New York, Klein himself didn’t back down from his choice. Shields told Vogue in October 2021, she thought the backlash was "ridiculous" which made sense then and now. (4)
Sydney Sweeney is no Brooke Shields.
American Eagle just launched a nod to the Calvin Klein campaign using Sydney Sweeney. While the look and feel is not of Avedon it mimicks the same intimate monologue, but feels more like a Timothy Greenfield-Sanders photograph. The concept is tragically similar, but lacks the product point-of-difference. It's just a play on words, "Sydney Sweney has great jeans." American Eagle president and executive creative officer Jennifer Foyle stated: “Innovative fits and endless versatility reflect how our community wears their denim: Mixed, matched, layered and lived in. With Sydney Sweeney front and center, she brings the allure, and we add the flawless wardrobe for the winning combo of ease, attitude and a little mischief.” (3) She's referring to Sidney's T&A. (1) Sweeney immediately became a social media MEME giving the campaign and brand a massive marketing boost. The spot is simple, stylized by Molly Dickenson and wonderfully shot.
Like the Calvin Klein Brooke Shields campaign, the American Eagle spot has taken off, but this time around its success is due more to a sign of the times. Fashion advertising is typically void of concept, relying mainly on imagery and until now woke ideology. Have you forgetten the insanity of the last few years already? Note: Woke Calvin Klein and Consequence Culture. (5)
American Eagle is in the moment at the correct moment. The use of Sweeny with a clear focus on her sexuality is all of a sudden fresh and should continue to be a success. It's retro without being insincere, but it screams vintage Calvin Klein right down to its genes. Despite the recent rally, the stock is still down 32% year to date. (2) Sadly the woke, racist, hate filled mob is still insane. "Sydney Sweeney Wears Jeans In Ad, Woke Liberals See Nazis." (6)
UPDATE: Since writting this review the Leftist mob has attacked American Eagle in a half a dozen irrelevant ways and the result of their attacks has led to the jeans being sold out and the company stock price sky rocketings. (7) American Eagle now has not just a successful campaign, but a gigantic campaign that will propel the company forward. Expect to see more Sweeney ads soon and remember, it's OK to be white.
American Eagle responds:
The History of Jean Advertising 1930 - today:
If you're a company looking to create a marketing campaign or build an internal agency, contact Kevin Amter. His nationally awarded rebrand for T-Mobile and dozens of other Fortune 500 brands will strategically move your company in a winning direction.
SOURCE LINKS:
(1) ‘SNL’ Was More Interested in Sydney Sweeney’s Boobs Than Sydney Sweeney(2) Sydney Sweeney is a meme stock icon now
(3) Sydney Sweeney's Breasts Spark American Eagle Meme Stock Frenzy
(4) Brooke Shields Sparks Controversy in Calvin Klein Jeans
(5) Is this Calvin Klein's 'Bud light moment?' Ad featuring trans man who's not had top surgery modelling a bra sparks backlash
(6) Sydney Sweeney’s American Eagle ad slammed as ‘Nazi propaganda’ by crazed woke mob over jeans/genes pun
(7) American Eagle stock JUMPS amid woke backlash over new Sydney Sweeney jeans commercial
(8) The Woke Scolds Who Look At Sydney Sweeney And See Hitler Don’t Control Culture Anymore
(9) Corporate America is not falling for the left’s outrage over Sydney Sweeney’s ‘good jeans’ ad
(10) Woke Gestapo Target ‘Registered Republican’ Sydney Sweeney for Thoughtcrime
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