Gwyneth Paltrow, Sydney Sweeney, and Gavin Casalegno all starred in viral ads this week - but not everyone was laughing. From Ryan Reynolds' agency pulling off a cheeky Coldplay callback to two surprising genetics-themed campaigns from American Eagle and Dunkin’, this week has been a masterclass in marketing missteps… or maybe marketing genius?

In this episode, I break down three campaigns that tried to ride the cultural wave and ask the question every marketer should be asking: When does clever cross the line?

This isn’t just about ads - it’s about backlash, brand identity, and how quickly public sentiment can shift.

In this episode, I cover:

• Why Astronomer’s celebrity response ad worked (and where it may backfire)
• How American Eagle and Dunkin’ waded into controversy with a single word
• What Bud Light’s lingering sales drop teaches us about brand backlash
• Why some brands shouldn’t respond, even if they can
• Whether controversy is becoming the go-to strategy for standing out in 2025

Links:

• Gwyneth Paltrow 'Thank you for your interest in Astronomer' Ad
• 'Sydney Sweeney Has Great Jeans' American Eagle Ad
• Dunkin’ 'King of Summer' Ad

Do you have a question or just need to vent about your marketing frustrations? Send it to fbymarketing@skyeline.com, and I might just answer it in a future episode.

FRUSTRATED BY YOUR MARKETING? is hosted by Jim DeMicco and presented by SkyeLine Studio.

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