When the Sydney Sweeney American Eagle campaign turned into a national argument about race, politics and advertising, CNN asked me and a panel of experts what America should take from it. The piece ran on CNN and dozens of affiliate stations across the country.
My read was that the campaign’s provocation was a choice, and audiences are sophisticated enough to see choices. Brands have every right to decide who they are speaking to. What they cannot do is make a pointed creative decision and then act surprised when educated, nuanced consumers call it what it is.
I also raised what got lost in the noise: the campaign included a charitable component benefiting a domestic violence charity, and whatever the brand’s intentions were there, the controversy buried them completely. That is the lesson for communicators. When your storytelling divides your audience, your mission does not get heard.
The full expert roundup is worth reading at CNN. If your brand is navigating a cultural flashpoint of its own, this is exactly the work I do: see my advisory and brand strategy services, or read my earlier breakdown of why the campaign sparked controversy.
Bring this perspective to your stage
Cheryl Overton speaks on brand storytelling, culture and leadership at conferences and corporate events worldwide.
