• by Tanya Gazdik , Yesterday

Dunkin’ is the latest brand to face scrutiny over a reference to genetics in an ad. 

The hubbub over American Eagle’s Sydney Sweeney ad that mentions her genes/jeans hasn’t died down. 

The Dunkin’ ad stars actor Gavin Casalengo and promotes Dunkin’s Golden Hour Refresher by playing on the actor’s “golden” tanned skin. In the ad, Casalengo says, “This tan? Genetics. I just got my color analysis back and guess what? Golden summer.”

“While the Dunkin’ ad’s mention of genetics is subtler, it has struck a nerve for praising traits associated with white beauty ideals while mentioning genetics,” according to Adweek. “The pushback against the Dunkin’ ad might have more to do with the timing of the ad than the content itself. But consumers were quick to comment on Dunkin’s YouTube, Instagram, and TikTok accounts to point out the troubling trend of mentioning genetics in advertising and to leverage accusations of racism.”

The phrase "color analysis" alludes to a popular trend emphasizing shades that suit certain skin tones.

“The reference to genetics—coupled with flattering commentary on the actor's tanned appearance—has led to some criticism online, with viewers linking the messaging to long-standing ideals predominantly associated with being white,” according to Newsweek. 

Social media users clapped back.

“Instead of being flooded with fans excited to try the new drinks, the ad’s comments section is full of people wondering why a certain word was used in the script,” according to Today.

“Why are ads so obsessed with genetics all of a sudden,” asked one TikTok user — referencing Sydney Sweeney’s controversial American Eagle campaign — and they were far from the only one with that question “What in the Sydney Sweeney did I just watch,” asked another user.