Sydney Sweeney isn’t just showing up on red carpets anymore — she’s become a constant presence in ad campaigns for major brands. Whether it’s denim, tech, skincare, or soap, her face continues to draw clicks, views, and buzz. Over the past year, companies have tapped into her rising popularity, turning almost every endorsement into a trending moment.

From light-hearted humor to eyebrow-raising concepts, her campaigns have sparked both applause and criticism — yet they keep grabbing attention. Here's how Sweeney’s marketing moves are changing the way celebrity ads go viral.

The American Eagle Campaign That Sparked Debate

Instagram | @adage | Sydney Sweeney’s American Eagle ad faced backlash for its "genes" script, which critics said promoted problematic beauty standards.

In late July, American Eagle released a series of denim-focused video ads featuring Sweeney. One spot caught attention immediately. With a playful tone, she opens by saying, “Genes are passed down from parents to offspring, often determining traits like hair color, personality, and even eye color.” Then, after a quick shift, she says, "My jeans are blue," as the camera focuses on her all-denim ensemble and matching blue eyes.

The ad generated mixed reactions. Critics called it problematic, accusing the script of promoting ideas tied to white-centric beauty standards. Some even compared its wording to past rhetoric used to justify harmful ideologies.

However, voices like Sen. Ted Cruz and White House Communications Director Steven Cheung defended the campaign. Both dismissed the backlash, describing it as overblown and disconnected from the ad’s actual tone.

Viral Body Wash and the “One Thing” Commercial

Before denim stirred debate, a playful campaign for Dr. Squatch gained major traction online. In it, Sweeney jokes, “Let’s face it, guys only want one thing,” before holding out bottles of natural body wash. Her delivery, combined with the humorous setup, helped the video rack up over 20 million views.

The ad quickly caught on. Viewers praised the mix of classic humor and charm, calling it a smart use of celebrity appeal that spoke directly to male consumers without being overdone.

Bathwater Soap? Yes, That Happened

Instagram | @drsquatch | Pushing creative limits, Sweeney promoted a Dr. Squatch soap bar infused with her used bathwater.

In a follow-up that pushed creative limits, Sweeney returned to Dr. Squatch in May to promote a soap bar infused with — yes — her own used bathwater.

Responding to fan requests, the campaign leaned into the bizarre. Sweeney explained in a press release, “When fans ask for bathwater, you can ignore it — or turn it into a bar of soap. It’s weird in the best way. It smells great and delivers like every other Dr. Squatch product.”

The quirky product launch scored big views again, crossing 10 million on TikTok alone. While some found it odd, many saw it as bold, memorable marketing with a sense of humor.

A Long List of Brand Partners

Sweeney’s ad work hasn’t stopped there. She’s also collaborated with well-known brands such as Armani, Ford, Samsung, Laneige, and Baskin-Robbins. Her involvement ranges from fragrance to skincare, electronics to fashion. Each campaign highlights different aspects of her brand — from elegance to relatability — making her an adaptable face for a range of industries.

Brands continue turning to Sydney Sweeney not just for her popularity, but for her ability to engage audiences. Whether it's humor, controversy, or creativity, her campaigns consistently get people talking — and sharing.

With each new launch, Sweeney pushes the boundaries of traditional ads, keeping her image trending and her calendar full.