GOOD GENES OR GOOD JEANS? WHEN SMART CAMPAIGNS GO WRONG
- Raffles Jakarta
- Aug 12, 2025
- 4 min read
Updated: Nov 24, 2025
At first glance, it was a funny play on words that referenced both denim and good looks that run in the family. But it didn't take long for the campaign to upset people. Some people said the brand was pushing an old and racist idea that some people have "better genes" than others. What started as a funny wordplay turned into a PR nightmare. The reaction to the campaign is a potent reminder that in today's world, where everyone is connected and aware of social issues, brands need to be careful not to be too funny or offensive.
When Marketing Messages Don't Work
There are many other cases like American Eagle's. For the past ten years, many brands have seen good campaigns turn into social media firestorms. Some examples that stand out are:
Dove (2017): The big skincare company ran an ad that showed a Black woman taking off her shirt to show a white woman underneath. The point of the ad was to show how well the product worked, but many people thought the pictures were racist.
H&M (2018): A Black child model wearing a "Coolest Monkey in the Jungle" hoodie led to accusations of racial stereotyping. The backlash came right away and spread around the world.
Pepsi (2017): The infamous Kendall Jenner ad, which made fun of protests for social justice, is a perfect example of tone-deaf marketing.
Gucci (2019): A black turtleneck sweater with a red lip design around the mouth was taken off the market after critics said it looked like blackface.
Balenciaga (2022): A holiday ad with kids holding teddy bears dressed in bondage-inspired clothes caused a lot of anger and accusations of sexualizing kids.
Burger King UK (2021): They tweeted "Women belong in the kitchen" to promote a women's scholarship program. It may have been meant as a joke, but it didn't work.
Why Brands Burn Faster in 2025
In the past, a poorly written slogan or a picture that raised eyebrows might have gotten some bad press, but the story would quickly die down. Social media makes anger spread faster these days. Screenshots and hashtags can spread criticism to millions of people in just a few minutes, and boycotts can become popular around the world in just a few hours.
Cancel culture is more organized: activist accounts coordinate responses and tag major media outlets to make sure they get coverage.
Archival memory: Once something is on the internet, it never really goes away. Old mistakes come back to life and make new arguments stronger.
Customers have higher expectations: Brands should have cultural sensitivity checks done in-house and creative teams that are diverse.
Things Brands Should Think About in 2025
To stay out of the PR penalty box:
1. Do reviews of cultural sensitivity before starting campaigns. Include a variety of points of view in the creative approval process.
2. Put your message to the test: Say, "What could be wrong with this?"
3. Don't make jokes with words that have to do with identity: Some people may find something funny, while others may see it as a microaggression.
4. Make a quick response plan: Not speaking up can be seen as being careless. Having a well-prepared response plan in place can make your brand appear proactive and prepared.
5. Say you're sorry and do something: A genuine apology and a promise to change can help rebuild trust and pave the way for positive transformation.
From the Classroom to the Boardroom: Why This Is Important
It's not just about protecting a brand's reputation; it's also about keeping customers' trust over time. Students in our Business Administration program at Raffles Jakarta learn how to combine strategic marketing skills with cultural intelligence. This prepares them to lead in a time when a single viral post can make or break a brand.
Arman POUREISA
Marketing Manager
Business Management Lecturer
Raffles Jakarta
References
ABC News. (2025, July 31). American Eagle’s ‘good jeans’ ads with Sydney Sweeney spark a debate on race and beauty standards. https://abcnews.go.com/Business/wireStory/american-eagles-good-jeans-ads-sydney-sweeney-spark-124251672
Business Insider. (2025, August 7). American Eagle responds to Sydney Sweeney ‘good jeans’ ad controversy. Michael M. Santiago/Getty Images. https://www.businessinsider.com/american-eagle-response-sydney-sweeney-good-jeans-ad-controversy-2025-8
Branding in Asia. (2017, October 9). Black model in controversial ad for Dove. https://www.brandinginasia.com/black-model-controversial-ad-dove/
Business Insider. (2018, January 8). H&M apologizes for ‘coolest monkey in the jungle’ sweatshirt after backlash. H&M and XIBash/Twitter. http://businessinsider.com/hm-coolest-monkey-sweatshirt-apology-reactions-2018-1
NBC News. (2017, April 5). Pepsi ad with Kendall Jenner echoes Black Lives Matter, sparks anger. Brent Lewin / Getty Images for Pepsi. https://www.nbcnews.com/news/nbcblk/pepsi-ad-kendall-jenner-echoes-black-lives-matter-sparks-anger-n742811
CNBC. (2019, February 7). Gucci pulls its blackface sweater from stores after complaints. AP Photo. https://www.cnbc.com/2019/02/07/gucci-pulls-its-blackface-sweater-from-stores-after-complaints.html
New York Post. (2022, November 23). Balenciaga BDSM teddy bear photographer addresses backlash. https://nypost.com/2022/11/23/balenciaga-bdsm-teddy-bear-photographer-addresses-backlash/
Medium. (2021, March 8). 5 lessons from Burger King’s International Women’s Day fiasco. Photo: Twitter. https://medium.com/myselfies/5-lessons-from-burger-kings-international-women-day-s-fiasco-d6d3a16dc25f
Comments