Former President Donald Trump recently offered an unexpected perspective on modern advertising, drawing a clear distinction between highly controversial campaigns and those that, despite initial public division, manage to resonate.

Trump specifically referenced the widely panned Bud Light campaign featuring transgender influencer Dylan Mulvaney, labeling it ‘perhaps the most unsuccessful ad in history.’ He attributed a staggering $35 billion loss in market value to the company, underscoring the severe financial repercussions of such marketing missteps.

Describing the Mulvaney ad as ‘one of the great disasters of all time,’ Trump reiterated his view that it was ‘probably the most unsuccessful ad, worst ad ever.’ This strong condemnation highlights the critical importance of understanding target demographics and avoiding alienating a significant portion of the consumer base.

In stark contrast to his scathing critique of the Bud Light debacle, Trump approached the recent American Eagle advertising campaign starring actress Sydney Sweeney with a more nuanced, almost philosophical outlook on the unpredictable nature of marketing.

Reflecting on his own experiences, the former president mused, ‘advertising’s a very funny thing.’ He shared anecdotes of creating ads he initially deemed ‘lousy’ that later became ‘iconic,’ alongside campaigns he thought were ‘beauties’ but ultimately underperformed, emphasizing the subjective and often counterintuitive outcomes in the advertising world.

The Sydney Sweeney American Eagle ad, launched on July 23rd, ignited a flurry of online praise and backlash. The campaign showcased Sweeney in 1970s-style flare jeans and a denim jacket, promoting ‘a return to essential denim dressing’ with the tagline, ‘American Eagle has great jeans.’

Despite the polarized reactions, American Eagle maintained its stance, publicly doubling down on the campaign, asserting confidence in their brand strategy. This firm response demonstrates a company committed to its creative direction, even amidst public debate surrounding a prominent celebrity endorsement.

Interestingly, the controversy surrounding the Sydney Sweeney advertisement transcended consumer discussions, reportedly drawing comments from political figures. The White House communications director reportedly suggested that the outrage over the ad was a ‘big reason Americans’ voted for Trump, intertwining brand perception with political sentiment.