In the same week that Sydney Sweeney and fashion brand American Eagle Outfitters faced criticism for allegedly endorsing Nazi propaganda, Dunkin’ Donuts has ignited a similar controversy with its new campaign featuring The Summer I Turned Pretty star Gavin Casalegno.
In the chain’s latest summer refresher promotion, the 25-year-old Casalegno is depicted relaxing by a poolside with his feet in the water.
“Look, I didn’t ask to be the king of summer. It just kind of happened,” he casually remarks to the camera.
“This tan? Genetics. I just got my colour analysis back. Guess what? Golden summer. Literally.”
“I can’t help it. Every time I drink a Dunkin’ Golden Hour Refresher, it’s like the sun just finds me,” he adds. “So if sipping these refreshers makes me the king of summer? Guilty as charged.”
Following the American Eagle Outfitters debacle, both Casalegno and Dunkin’ have come under scrutiny, with critics suggesting that the campaign elevates white features as superior.
“Why are ads suddenly so obsessed with genetics?” questioned one TikTok user.
“Who approved this??” another viewer commented.
“What in the Sydney Sweeney did I just watch?” asked a perplexed commenter.
Truth be told, the campaign’s wording is somewhat nonsensical. While it subtly nods to the summer-themed series Casalegno stars in, it feels like the campaign awkwardly combines references to colour theory (a trend that captivated TikTok last year) and Dunkin’s product.
Adding to the controversy, Casalegno has previously faced backlash for appearing to align with conservative ideals. In 2023, fans noted that he liked a tweet on X (formerly Twitter) containing anti-feminist and anti-vax sentiments. Additionally, fans alleged that he liked a transphobic video by controversial psychologist Jordan Peterson.
#TheSummerITurnedPretty actor Gavin Casalegno trends after liking anti-feminist and pro anti-vaxx Instagram post:
— Pop Faction (@PopFactions) October 17, 2023
“When you find out she’s unvaxxed, not a feminist, loves the Lord, and aspires to be a wife, mother and homemaker.” pic.twitter.com/f76QARWqwC
Some argue that linking Dunkin’ or American Eagle Outfitters campaigns to eugenics is a stretch, yet both campaigns emerged during a time when conservatism in America is gaining traction.
Both Casalegno and Sweeney have inadvertently become figureheads for the far right, regardless of their intentions. Even if the brands didn’t aim to convey white supremacist ideals, audiences perceive the selection of two white, blue-eyed individuals discussing “good genes” as problematic.
“There’s an underlying message about mutable identity,” noted Washington Post journalist Shane O’Neill.
“And that could be extended into an idea of America as a place where you’re not defined by your birth. But they took the complete opposite approach.”
Some online communities believe that the brands didn’t consider the broader implications of their campaigns. However, the prevalent theory is that the messaging was a deliberate attempt to attract attention.
According to Lauren Meisner, journalist and founder of the Gen Z podcast network Centennial World, featuring Sweeney in the campaign conveys a specific message.
“Her image doesn’t exist in isolation, especially now. It carries political significance whether she acknowledges it or not,” Meisner expressed in the Keep Scrolling For newsletter.
“As a brand, you can’t launch a campaign without considering the cultural context in which it was created and how that context may affect the reception of your campaign.”
Considering the numerous meetings likely held before launching both campaigns, it seems like a major oversight, if you ask me.
