Paul Feig Calls Out “Unnecessary” Backlash in Pop Culture, Voices Support for Sydney Sweeney’s American Eagle Campaign
Director Paul Feig has come to the defense of Sydney Sweeney and her 2025 American Eagle ad campaign after it faced heavy criticism online. The campaign, called “Sydney Sweeney Has Great Jeans,” became controversial because some people said it had strange or offensive undertones.
Speaking to Variety at the Power of Law breakfast in London on April 8, Feig called the backlash “unnecessary outrage.” He said the criticism was a clear example of how society gets upset over trivial things.
“Whatever. Unnecessary outrage is the biggest problem in our society right now. People get so outraged about stupid s**** when there’s all kinds of things to be outraged about,” Feig said, referencing a moment when moderator Matt Donnelly mentioned “jeans” and he rolled his eyes in exasperation.
Feig compared the attention Sweeney’s campaign received to the reaction his 2016 all-female Ghostbusters film faced. “Trust me, I made the female Ghostbusters 10 years ago, and you would’ve thought I launched an invasion of Iraq,” he added.
#PaulFeig calls out the outrage over “stupid shit” in pop culture like Sydney Sweeney’s American Eagle campaign:
— Variety (@Variety) April 8, 2026
“Unnecessary outrage is the biggest problem in our society right now,” he explained. “The female ‘Ghostbusters’ 10 years ago, you would’ve thought I launched an… pic.twitter.com/3MvDHwOOW4
The American Eagle campaign played on a pun, swapping the word “genes” with “jeans.” In one ad, Sweeney says, “Genes are passed down from parents to offspring, often determining traits like hair color, personality and even eye color. My jeans are blue.” The video highlighted her blonde hair, blue eyes, and her all-American look while promoting the jeans.
Some critics online labeled the campaign as racially charged or reminiscent of Nazi imagery, while others defended it as harmless marketing. Even former President Donald Trump reportedly praised it as one of the “hottest” ads.
American Eagle stood by the campaign. CEO Jay Schottenstein told employees to stay calm and not comment publicly. The company said the campaign was meant to be playful and lighthearted. In a statement, they said, “Sweeney’s girl next door charm and main character energy – paired with her ability to not take herself too seriously – is the hallmark of this bold, playful campaign.”
Despite the controversy, the campaign boosted sales for American Eagle. According to Fortune, Sweeney’s featured jeans and denim jacket sold out within days of the campaign’s launch.
This situation shows how online reactions can sometimes blow things out of proportion. The ad was clearly meant to be fun, and Feig’s point about “unnecessary outrage” seems fair. What do you think about the controversy? Share your thoughts in the comments.