From Sydney Sweeney’s 28 years to Martha Stewart’s 84. The fashion brand American Eagle wants to highlight its intergenerational appeal by using the businesswoman and presenter in its Christmas advertisement, with which it does not appeal directly to generation Z, the usual target of the firm’s latest communications, but to those who buy gifts for them.
American Eagle has launched its campaign for the festive season, consisting of three spots and other audiovisual pieces for social networks. Under “Martha Wraps the Gifts in AE,” Stewart offers tips and inspiration for the gift-giving season, leveraging her positioning in the lifestyle territory. Through the figure of the presenter, the brand emphasizes that its jeans are the perfect gift for everyone this Christmas.
The idea has been developed by American Eagle’s internal team.
American Eagle capitalizes on the icon status that Martha Stewart has achieved, also among generation Z. This is due, among other things, to her relevance as a pop culture figure, her collaboration with multiple brands over the last few years or the documentary made by Netflix last year about her career. In addition, the brand also relies on the public’s perception of Stewart as an example of a hostess.
According to Adweek, an E-Poll study indicates that knowledge of Stewart’s name and image among Generation Z grew by 33% between 2020 and 2024.
American Eagle’s goal has been to surprise the audience with its new ambassador, especially after a period marked by protagonists closely linked to generation Z, such as actress Sydney Sweeney, star of the controversial “Sydney Sweeney Has Great Jeans” campaign; or the player Travis Kelce.
“We know the world is watching American Eagle campaigns right now“, commented Craig Brommers, Chief Marketing Officer of the brand, to the aforementioned media. He noted that the campaign has sought to surprise in the brand’s narrative. “I think it’s important that we continue to make big bets in big moments. Our intention is to make sure that American Eagle jeans are the first thing that comes to mind as people become fond of gifts.”.
The ultimate intention of the campaign is to have American Eagle not only participate in the culture, but define it, and create a brand platform that reflects that American Eagle has jeans for all types of audiences.
“The holidays are a time to give loving gifts, and I have always believed that there is nothing more useful or more appreciated than a pair of jeans.”, commented, for her part, Martha Stewart, according to WWD. “If you want a gift that will be worn, loved and appreciated long after the wrapping is gone, give American Eagle jeans.”.
The campaign will run primarily on digital platforms, social media and connected television. It is launched during the week of Thanksgiving and Black Friday, a prominent time of consumption in the American market and of special attention to the media due to parades and NFL games.
