Brands that are going viral right now [Warning: NSFW]

Controversy is a strong catalyst for attention and presents a tantalising opportunity for marketers (many of whom just can't help themselves from dissolving into a frothy mess).

American Eagle hits a nerve

Sydney Sweeney is the Hollywood actor tasked with promoting the apparel brand American Eagle - and it's their latest ad campaign that has gotten social media up in arms.

Sydney Sweeney’s new campaign draws fire for racial undertones - Salon

'American Eagle’s new fall campaign starring Sydney Sweeney is under fire—not for the jeans, but for the tagline: “Sydney Sweeney Has Great Jeans.”

The phrase, used in bold on billboards in Times Square and Las Vegas, was designed as a denim pun. But online, many saw something else: “great genes,” a phrase historically used to celebrate whiteness, thinness and attractiveness. This makes this campaign seem to be a tone-deaf marketing move.'

The stunt has now flagged American Eagle as a meme-stock and bro-investors are piling in.

Controversy aside - we weren't aware that American Eagle was 'a fashionable American jeans brand' before we saw this promotion, and now we do recognise that American Eagle is 'a fashionable American jeans brand'. Job done.

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Astronomer capitalises on their leadership's kiss-cam stunt by hiring Gwyneth Paltrow - BBC

'The US tech firm whose CEO and chief people officer resigned after being caught on camera embracing at a Coldplay concert has released a tongue-in-cheek promotional video featuring Gwyneth Paltrow (the ex-wife of Coldplay's frontman, Chris Martin) as a "temporary spokesperson".'

The idea behind the hiring of Paltrow was the redirect the public's association with Astronomer towards an awareness of their products, instead of their adulterous CEO.

They're using the spotlight to promote the business rather than letting the opportunity slip by.

This is smart, because if we're all honest about it - nobody had ever heard about Astronomer before the whole kiss-cam embarrassment, and now at least, we know that the business sells stuff that nobody really cares about anyway.

We're all very glad that this has been cleared up and can now go about ignoring the company from here on.