Sometimes negative commentary from the online world can knock a new marketing campaign off-track, stunning the marketing team responsible with the unexpected blowback.  

But in many cases, it shouldn’t.  

Stagwell CEO Mark Penn and American Eagle CMO Craig Brommers took to the main stage at the Cannes Lions festival Wednesday morning to explore the disconnect that frequently occurs when an online community gets in an uproar over a campaign, while the vast majority of consumers fully support what the marketer is doing.  

American Eagle’s provocative 2025 campaign with Sydney Sweeney is a case in point. Ads had a denim-clad Sweeney posed suggestively with an unbuttoned top, with taglines like “Sydney Sweeney Has Great Jeans," prompting charges from the online community of sexism and racism. The campaign, done in-house, was designed to highlight the company’s heritage as a popular denim brand. 

Brommers told the Cannes audience that while the online negativity took him by surprise, he never thought about pulling the campaign. “We were heroes,” he said of the marketing team. The ad campaign was transformative for the company, sending sales and the company’s stock soaring. 

Nevertheless, the online blowback prompted Brommers to do a reality check with a poll conducted by Stagwell’s HarrisX to make sure his instincts hadn’t let him down. 

And, per the poll results, they hadn’t. Most consumers loved the campaign, Penn noted. “That’s why ads can make a difference.” 

And so can polling, because it can show what can be the real situation: a vocal minority of online commenters grabbing headlines while “vox populi” has a completely different view of the situation.  

And while polling can help marketers understand trends and attitudes, it must be weighed against other sources. Because sometime people express a worry or concern but then act in ways contrary to those expressed views. 

Penn cited the economy as an example. There’s been a lot of handwringing of late about the economic outlook, prompting worries about inflation and how it will affect consumer spending. 

But data shows that wages have by and large kept up with inflation, and sales are up across most consumer categories. “People say the economy is bad, but they are still spending,” Penn said. “Public attitudes are real -- but they are not determining spending.” 

Added Brommers: “People are going to enjoy themselves regardless of global events,” and continue to do what they enjoy doing, like going on vacation and attending music festivals. “They’re still going to live their lives.” 

The top reasons younger people buy things have remained relatively constant, said Brommers: the opinions of family and friends, and persuasion by retailers. 

Penn noted the disconnect between people’s stated opinions about artificial intelligence and real-time usage. 

Polling shows that 67% of people have concerns about AI and don’t want to hear about it. But 57% of Americans use it regularly, as do 73% of U.K. consumers and 78% of APAC residents. As Penn put it, people say “I’m not sure I like it but [in practice] it’s pass the AI, please.” 

Brommers said his marketing team uses it in fun and humorous ways. One example: an online bit celebrating Independence Day,with an animated Statue of Liberty bracing against a wind gale.  Her robe unfolds to reveal a pair of American Eagle shorts. 

The technology expands the repertoire of what a great creative can do,” added Brommers.