Dunkin’ Faces Backlash Over Genetics-Themed Ad
A new commercial from Dunkin’ has ignited controversy just days after a similarly provocative campaign by American Eagle featuring actress Sydney Sweeney. The coffee giant’s 35-second spot promotes its summer drink line and features actor Gavin Casalegno, who attributes his tan to genetics. The timing and content of the ad have led critics to draw parallels with American Eagle’s ad, sparking wider conversations about beauty standards and marketing ethics.
The Content of the Ads
In the Dunkin’ spot, Casalegno lounges poolside with a “Golden Hour Refresher” in hand, casually stating that his skin tone is thanks to genetics. He adds that his color analysis came back as “literally golden summer,” concluding with the line: “If sipping these refreshers makes me the king of summer? Guilty as charged.”
American Eagle’s campaign, titled “Sydney Sweeney has great jeans,” features a play on words with Sweeney discussing how genes determine traits like hair and eye color, closing with the quip, “My jeans are blue.” While intended as clever wordplay, critics found it tone-deaf, especially in the current socio-political climate.
Public and Industry Reaction
Online reactions to both ads were swift and polarized. On TikTok, users questioned the sudden fixation on genetics in marketing, with many threatening to boycott Dunkin’. Conservative commentators, on the other hand, applauded the ad, viewing it as a counter to what they deem “woke” advertising.
“Why are ads so obsessed with genetics all of a sudden?” became a common refrain across social media platforms. The controversy also gave rise to memes and satirical posts, some celebrating the ad’s perceived anti-woke sentiment, while others criticized the lack of awareness around historical implications.
Marketing Experts Weigh In
Sara McCord, a marketing communications strategist, labeled the Dunkin’ ad as “problematic for so many reasons.” She pointed out the problematic symbolism of crowning someone “king” shortly after national “No Kings” protests and expressed disappointment over yet another commercial referencing genetics.
“When they say that art imitates life, clearly these throughlines are percolating because of what is happening culturally,” McCord explained. “What’s happening right in front of our face is informing creative strategy that people think is reasonable.”
Mouna El Azim, a digital strategy expert, criticized American Eagle’s campaign for intentionally courting controversy. “When wordplay echoes outdated beauty tropes, cut it. Next time, check the message before the pun,” she wrote on LinkedIn.
The Role of Timing and Intent
The proximity of the two campaigns caused many to question whether Dunkin’ was attempting to capitalize on the buzz surrounding American Eagle’s ad. However, industry insiders suggest the overlap may have been coincidental. Ally Glavas, president of Oklahoma-based marketing agency Candor, explained that Dunkin’ likely invested heavily in the campaign and could not delay its release due to seasonal product timing and celebrity involvement.
“They likely spent millions on it, and I’m sure they didn’t think the ‘genetics’ line was THAT bad,” Glavas noted. “All that to say, maybe we can collectively agree to avoid creating ads that speak about genetics (whether it’s a pun or not)?”
Historical Context and Sensitivities
The backlash is rooted in a broader historical and cultural context. Eugenics, the discredited theory suggesting selective breeding could improve the human race, has long been associated with racism and exclusionary ideologies. According to the National Human Genome Research Institute, the theory has seen a resurgence among extremist groups in recent years.
Given this backdrop, references to genetics in advertising—especially when tied to physical appearance—are being scrutinized more than ever. Critics argue that such messaging risks normalizing outdated and harmful beauty ideals tied to race and heritage.
Corporate Silence Amid Debate
As of now, neither Dunkin’ nor American Eagle has issued public statements addressing the criticisms. The silence has only intensified public discourse and speculation about the intent behind the ads.
Meanwhile, American Eagle’s stock initially surged by 17% following the campaign’s launch, suggesting short-term commercial success. However, its value has since declined, raising questions about the long-term effect of controversial marketing strategies.
Calls for Responsible Advertising
Marketing professionals and social commentators are urging brands to consider the broader implications of their messaging. As conversations about diversity, equity, and inclusion continue to evolve, the demand for thoughtful and culturally aware advertising is growing.
“It’s time for brands to stop using controversy as a shortcut to consumer attention,” said El Azim. “Creativity doesn’t have to come at the expense of social awareness.”
This article is inspired by content from Original Source. It has been rephrased for originality. Images are credited to the original source.