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When brands fail to read the room, the consequences are quick to follow. That’s the focus of a new Adweek byline from our Managing Director US, Mary Cirincione who shares her take on American Eagle’s latest campaign featuring Sydney Sweeney. The rollout has attracted headlines, but not for the reasons the brand hoped.
In the piece, Mary breaks down why the campaign feels out of step with its intended audience, and what it reveals about deeper issues in branding and representation. Her view is clear: sexed-up celebrity ads are no longer resonating with today’s consumers, especially women who expect brands to reflect their values and realities.
This isn’t just a case of a campaign missing the mark. It’s a reminder that attention does not equal relevance, and visibility alone is not enough. Mary draws on her experience working with brands to emphasise the importance of listening, testing and creating work that connects meaningfully with audiences.
Read the full article in Adweek here.