A jeans advert featuring the American actress Sydney Sweeney talking about her good genes provoked fierce reaction - and then came the backlash to the backlash.

Some people say the advert promotes a eugenicist ideal of blonde hair and blue eyes. Others say it's a sign that the days of diversity in the advertising industry are over. Is 'woke' dead? And what does the controversy tell us about how brands use culture to get our attention?

Presenter: Adam Fleming