The campaign is titled “Sydney Sweeney Has Great Genes/Jeans,” playing on the double meaning of the words genes (genetic traits) and jeans (denim pants). While the wordplay was meant to be clever, it backfired, stirring significant controversy.

In one of the ads, the 27-year-old actress is seen dressed head to toe in denim, walking toward a billboard featuring her photo. She then paints over the word “Genes” with white paint and replaces it with “Jeans.” In another video, she buttons up her jeans while a voiceover explains how genes influence traits such as hair color, personality, and eye color.

The controversy intensified with a scene where Sweeney, who has blue eyes, looks into the camera and says, “My jeans/genes are blue.” The pronunciation makes it unclear which word she means. Many TikTok users found this line problematic, interpreting it as a subtle nod to racial superiority — specifically the historical idealization of blonde hair and blue eyes.

“When these features are consistently portrayed as ideal genetic traits, we know where that leads,” one TikTok user commented. Others agreed, expressing disappointment under the official ad posts.

“Who approved this campaign?” someone wrote. “This is what happens when there’s no diversity in the creative room — especially in times like these. They got so caught up in the ‘clever’ pun that they missed the obvious,” another added.