The news: Gap’s newest denim campaign is challenging American Eagle’s controversial Sydney Sweeney ad. Helmed by K-pop girl group Katseye and featuring a diverse group of dancers set to the 2003 Kelis hit “Milkshake,” the ad is earning praise for celebrating diversity, individuality, and modern inclusivity.

The “Better in Denim” campaign had already surpassed 20 million views on Instagram as of Thursday, making it Gap’s most viral ad ever and sparking conversation about how brands are rethinking inclusivity in a divisive age of social awareness.

How brands create conversation: While Gap’s ad was likely in development before the release of American Eagle’s “Good Jeans” campaign, the ads are highlighting two vastly different approaches to generating conversation.

• American Eagle’s campaign sparked conversation of a more polarizing nature: Some felt the ad promoted eugenics and white supremacy while others praised it for having an “anti-woke” message. But while the controversy kept American Eagle in the spotlight, it hasn’t necessarily had a positive impact on the brand: There’s been no measurable lift in sales, and foot traffic is declining, per Consumer Edge.
• Gap is generating mostly positive buzz from younger audiences who value diversity and inclusion. By featuring a broad range of models across ethnicities, Gap positions itself as an accessible label while aligning with the cultural moment—turning conversations into a celebration of the brand’s values. And while it’s too early to tell if the ad will lead to a measurable sales boost, appealing to values widely held by key demographics like Gen Z is a strong starting point.

Our take: Advertisers can take several key lessons from the ads about how culturally attuned messaging can either draw praise or spark controversy depending on how it aligns with current social conversations.

• Polarizing creative can dominate the cultural conversation, for better or worse. American Eagle’s campaign proves that provocative choices can trigger intense debate, but that tone and broader cultural context matters. Leaning into polarization can deliver attention—but the narrative can quickly escape a brand’s control.
• Authentic diversity can generate positive attention. Gap’s campaign illustrates that intentional representation can foster goodwill. When diversity feels organic to a brand’s identity, trust becomes the talking point rather than controversy. Testing messaging will help manage risks while still boosting relevance.