Is Good Marketing Now Just a Culture War?

We’re back with another episode of What The Data Says, and we’re starting HOT! Sydney Sweeney’s American Eagle ad has taken over the internet - and sparked a wave of heated opinions. But here’s the real question: in today’s climate, can a campaign actually go viral without copping criticism? We’re breaking down whether backlash is just the price of doing effective marketing in 2025 - and why standing out might matter more than staying safe.

Is it just marketing, or have we all become too sensitive? We’re breaking down the numbers, the outrage, the brand impact - and what it says about modern advertising, brand positioning, and consumer behavior. Plus, we dive into other controversial ads (Bumble, Pot Noodle, Fat Lad at the Back) and debate what makes something clever vs. tone deaf.

And yes, we’re also talking about THE Dubai chocolate trend. From viral TikToks to global shortages, we explore how one ASMR TikTok created a $20M empire - and what it means for product marketing in 2025.

00:00:00 Welcome back! Let's talk Sydney Sweeney & American Eagle

00:08:00 Are marketers out of touch with their audience?

00:13:57 Controversial campaigns: Cheeky or tone deaf?

00:25:15 The virality of Dubai chocolate

00:35:00 Stanley Cup: The $30k car fire that became a $10M ad

00:39:00 Why ‘building marketing into your product’ is the future

This one’s for the marketers, the content creators, and the chronically online - a pop culture x branding mashup you don’t want to miss.

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