One of Mexico’s most popular journalists Danielle Dithurbide interviewed Dr. Carl W. Jones August 7th on her radio programme on Radio Fórmula  about the controversial American Eagle campaign featuring actress Sydney Sweeney. The campaign has been criticised for promoting white superiority through the creative tagline that says  “Sydney Sweeney has great jeans (the word Jeans is crossed out and replaced with the word ‘genes’). Critics argue that it implies eugenics and white superiority.
 
Jones discussed how millions of dollars  in earned media was gained by the campaigns brand American Eagle due to the online discussion including support from President Trump . 
 
Carl also mentioned how the campaign is viewed differently in Mexico vs. the USA due to the two countries unique histories regarding race politics. 
 
Concluding Jones recommended that companies should take into consideration that advertising broadcasts two messages, one the brand wants the consumer to see (Jeans/Genes) and the secondary messaging (white superiority) that is reflected in the ads. Marketing departments and advertising agencies need to put POC People Of Colour   in decision making roles to capture these type of contreverses before they occur. 
 
However the strategy of creating controversy could have been planned all along by their  PR agency  as American Eagles stock prices have gone up along with an increase in sales. 
After all the advertising campaign was designed to sell jeans of which it is accomplishing.

​Listen https://rss.com/podcasts/gf0010/2156180/

camri.ac.uk/blog/2025/07/08/carl-jones-delivers-keynote-speech-on-ai-creativity-at-bulgarian-advertising-festival/?mc_cid=ffb65304df&mc_eid=76e562d009.    read more here:  

more info here: camri.ac.uk/blog/2025/03/20/carl-jones-speaks-at-sxsw-one-of-the-worlds-largest-gatherings-for-the-creative-industries/

www.westminster.ac.uk/news/carl-jones-selected-as-juror-for-uk-young-lions-2025More info here: ​https://www.westminster.ac.uk/news/carl-jones-selected-as-juror-for-uk-young-lions-2025

I am very proud to announce that I will be judging in the categories of FILM, PRINT, DIGITAL, MEDIA in the UK Young Lions competition. The Advertising Association is the UK Representative for Cannes Lions International Festival of Creativity, recruited a cohort of industry professionals to find the very best young creative talent to compete on behalf of the UK against other young advertising professionals from around the world at Cannes Lions.
The winning teams will be announced w/c 17 March.
The six winning teams will be taking part in the Global Young Lions Competition in Cannes in June.
More info https://adassoc.org.uk/.../meet-the-judges-uk-young.../
i am also a jury member for the The AdForum PHNX 2025 https://www.adforum.com/talent/badges/PHNX25-JURY/0
#Advertising #Film #Publicidad

more info here : https://camri.ac.uk/blog/2025/03/04/carl-jones-selected-to-be-on-international-juries-for-creativity-awards/?mc_cid=4746799ec3&mc_eid=e90c2f5388

The run up to February 14 is a good time for selling certain products. And alongside the jewellery and flowers, advertisers also try to sell us something broader: a notion of what we should consider romantic.

This might involve an idyllic and perfectly filmed holiday destination, or the casting of a glamorous Hollywood star to represent a particular perfume. For research has shown that advertising can shape our expectations of what love should look like – from the perfect partner to the things we should buy for them.

It’s become a familiar tactic for all kinds of advertising. And it fits with an idea explored by the French literary theorist Roland Barthes in his 1957 collection of essays, Mythologies: that if a message is repeated enough, it becomes true.​

theconversation.com/the-romantic-advertising-tricks-that-give-you-unrealistic-expectations-of-love-249672

 "Carl Jones, a senior lecturer in digital media at the University of Westminster, UK, agreed that Chalamet's stunts are a cost-effective way of getting his name — and, by extension, the movie — out there."This type of activity is a free way to get a film talked about in the media. Usually advertising a film costs Hollywood studios millions of dollars, but doing a stunt only costs the price of the stunt," he said.
Better yet, the gambits match the theme of "A Complete Unknown," which covers a controversial period in Dylan's career in the 1960s when he switched from acoustic to electric guitar and took a gamble on a new sound; Chalamet is similarly walking an unorthadorx path as a young star."
Link to full article https://www.businessinsider.com/timothee-chalamet-snl-oscar-awards-guerrilla-marketing-campaign-lime-bike-2025-1

camri.ac.uk/blog/2025/01/15/bbc-world-business-report-interviews-carl-jones-on-the-historic-benetton-advertising-campaign/?mc_cid=dede10d58d&mc_eid=76e562d009 link to article