The inside story of Sydney Sweeney's 'Great Jeans' — and why American Eagle ignored crisis comms

American Eagle’s summer campaign with Sydney Sweeney blew up in ways no one could’ve imagined – but chief marketing officer, Craig Brommers, knew they were going to hit a cultural nerve. This week, Ben and Max bring on the AE CMO to give us an inside look into the “Great Jeans” campaign, what he made of the controversy that surrounded it, and how Donald Trump and JD Vance boosted their sales. They also discuss how marketing today is like running an entertainment company, why he ignored the advice of what he calls the “crisis communication industrial complex,” and whether their campaign with Travis Kelce was timed to Kelce’s engagement to Taylor Swift. Sign up for Semafor Media’s Sunday newsletter: https://www.semafor.com/newsletters/media  For more from Think with Google, check out ThinkwithGoogle.com. Find us on X: @semaforben, @maxwelltani If you have a tip or a comment, please email us mixedsignals@semafor.com