The People Who Make or Break a Campaign

The importance of authentic celebrity endorsements.

Image courtesy of Women’s Wear Daily

Jeans never used to be this controversial. However, once you mention the name Sydney Sweeney, most minds go to the infamous American Eagle campaign and wince at the thought of it. However, Sweeney isn’t the first celebrity to have this effect on people, and she most certainly won’t be the last. 

American Eagle’s “Sydney Sweeney Has Great Jeans” ad came out in July 2025, and people are still talking about it because of its incredibly tone deaf message and awkward delivery. Highlighting a blonde, blue-eyed, white woman and labeling her as the image of “great jeans” or “great genes” is not necessarily the message people want to hear right now. 

So why did American Eagle choose Sweeney? Most would wonder if they even asked themselves this question. However, this simple inquiry is essential if brands choose to base their campaign around a celebrity. They have to make sure the celebrity fits what they are trying to sell and can connect with an audience. Let’s look at a time when this really worked.

Courtesy of Complex

One of the most iconic campaigns was the 1984 Air Jordan campaign, when Nike signed Michael Jordan to endorse their brand. At the time, Jordan was a rookie basketball player, and Nike scooped him up before any other brands could. This ended up being the best possible investment for their company. Nike earned $126 million in the first year, and the shoes continue to thrive today. Why did this work out? Because people wanted to feel like Jordan in their shoes: strong, fast, and authentic. Nike’s brand aligned perfectly with their celebrity partnership, and therefore, it was a huge financial and cultural success. 

Courtesy of The New York Times

Another campaign that stands out for the celebrity picked to represent a brand was Pepsi’s “Live for Now” campaign starring Kendall Jenner. The popular advertisement showcases scenes of protesters marching down the streets while Jenner is seen off to the side, modeling in a photoshoot. At the end of the commercial, she joins the protesters and hands a can of Pepsi to one of the police officers. 

Why did this ad receive backlash? This is because Jenner is not exactly the image of social activism. She is known for her modeling career and does not make her political beliefs known online. Pepsi could have chosen so many other celebrities who have more of a background in political activism. Imagine Lady Gaga handing the officer that can of Pepsi instead. That could have been a better representation, as she advocates for mental health awareness and LGBTQ+ rights. 

So yes, it is fair to say that the people you choose to represent your brand hold all the power in how your brand looks. But not necessarily how it sells. Sydney Sweeney actually brought American Eagle’s stock up 25% and provided them with a 2% increase in revenue. All publicity can be good publicity, but this highly controversial campaign will be a part of American Eagle’s history forever. 

Regardless, there should always be an extensive thought process behind each creative brief when the main focus is on a celebrity persona. Key questions for brands to consider include “Why this person? What will they communicate about our brand? Do our consumers connect with this person?” At the end of the day, it is important that brands choose their celebrity endorsers wisely, for the sake of the brand’s everlasting reputation.

-Gracie Glen-