Sydney Sweeney The Body Wash Genie; Has Celebrity Advertising Gone Too Far? 

What makes for successful celebrity advertising? 

Is it star power? Simply aligning yourself with the biggest name in showbiz you possibly can? 

Or, is it about something deeper? Something more genuine? 

A recent series of advertisements featuring actress Sydney Sweeney have raised eyebrows, prompting many to question why the star was selected for the role. Her presence, though perfectly performed, has been labelled by many as jarring, and lacking a proper fit. 

The online chatter on the topic has prompted debate on what makes great celebrity advertising, and if brands should be more careful when selecting who they work with. 

SYDNEY SWEENEY x DR SQUATCH & HEY DUDE

Sydney Sweeney is one of the biggest names in the television and movie industry of the moment. Known particularly for Euphoria and White Lotus, Sweeney has made a name for herself by being an upbeat personality and a show stopping actress. She has also recently starred in two advertising campaigns. 

Now, a major online personality participating in some celebrity advertising is by no means out of the ordinary – in fact, it is expected. Yet, it is the content of these ads that has the internet talking. 

The first campaign sees Sweeney partnering up with men’s hygiene brand Dr Squatch to promote their body wash. Taking on the role of the “body wash genie”, Sweeney cheekily tells the audience how men only want “one thing” – great smelling soap. 

@drsquatch

Sydney Sweeney (aka Body Wash Genie) is here to save your shower routine with a little magic from @drsquatch! There’s only one thing boys really want: REAL soap 🧼 Say goodbye to synthetic body wash and hello to Dr. Squatch Natural Body Wash! Made from real soap, this formula provides all-day moisturization and is packed with natural ingredients like Glycerin and a Coconut-derived cleanser for lavish lathers and satisfying scrubs. Make your shower wishes come true at drsquatch.com! 🚿

♬ original sound – Dr. Squatch – Dr. Squatch

The clip has gone viral, reaching more than a million views on Dr Squatch’s Instagram. Tongue in cheek, slightly low budget, and for a brand that has less than a million followers, the celebrity advertising is quite out of the ordinary for Sweeney. 

As is her latest partnership with Hey Dude. A popular boating and leisure shoe brand, Hey Dude is known for being a classic middle-aged dad shoe. A fact no one seemed to have told Sweeney. 

Sweeney is now the official “Director of Dude”, a role that sees the famous actress in a range of campaign videos and becoming the face of the brand. In a series of short clips on their Instagram, Hey Dude shows off Sydney paddle boarding, driving boats, packing Jeeps, and being generally laid back and outdoorsy. 

@heydudeshoes

We’re all dudes at the end of the day. #heydudeshoes #sydneysweeney

♬ original sound – HeyDude

Both of the celebrity advertising campaigns have left an impression on viewers, but not exactly the one that the brands had intended. 

Social media has quickly filled up with confused users all asking the same question: why Sydney Sweeney? 

Sure, there is not anything inherently wrong with the campaigns – aside from the argument that the Dr Squatch commercial plays into outdated sexual stereotypes about women, but that is for another day – but they simply come off as fake. Sweeney is not one to typically partner with brands outside of her long standing relationships with Laneuge and Bai Tea, and certainly not male body wash and outdoor shoe brands. 

The actress is known for being young, carefree, and Gen-Z focused. Take a quick peak at her Instagram and you will notice an overarching theme of beaches, fashion weeks, outdoor activities and her adorable puppy Tank. Sweeney is bubbly, lighthearted and a ball of sunshine; not a sexy genie who is passionate about body wash, nor a Hamptons-coded Hey Dude wearer. 

As such, her latest celebrity advertising campaigns have come off as slightly, well, off. 

@syds_garage

finally took my bronco to the beach with my best friend ♥️ nothing better than sharing these memories with her 🥰

♬ original sound – SYD

The brand partnerships seem completely out of left field and unaligned with the brand image that Sweeney has created for herself. Her partnerships with Laneige and Bai Tea however, which focus on enjoying life to the fullest and looking great doing so, have won over users across the globe. 

Ultimately, Sweeney’s latest campaigns come across as money makers, rather than genuine partnerships. In 2024, this can send brands straight to the grave. In a society where 70% of consumers are more inclined to purchase from brands if they are authentic, a campaign that feels revenue-focused alienates audiences and kills off fans. 

It seems Dr Squatch and Hey Dude have scraped by this time, narrowly avoiding backlash, but it brings up the question of what makes a good celebrity endorsement. 

HOW TO ACE CELEBRITY ADVERTISING 

Great celebrity advertising is one that focuses on quality over quantity. 

A partnership that sees a brand and celebrity coming together over mutual beliefs, aesthetics, and “vibes” connects with audiences easily and effectively. Audiences want partnerships that feel real and genuine, that cut through the noise of the thousands of other ads they view a day. 

As such, selecting influencers that fit your brand’s identity perfectly is essential to ensuring that your viewers are enamoured with your content, rather than turned off. Be sure to take a meticulous eye to the influencers that your brand is considering.

@syds_garage

Episode 3 | how to jump-start a car! #BuiltFordProud #ad

♬ original sound – SYD

Take note of their values, aesthetics, and previous partnerships. Do not be swayed by big follower counts and impressive star power. Instead, choose celebrities and influencers that embody your brand; that you can see loving your content even if you weren’t paying them to do so. 

In doing so, you encourage trust in your audience. You show them that not only do you have a firm sense of identity that cannot be swayed by the chance to work with big celebrities, but also an understanding of your audience and what they desire. 

It is this trust that will serve your brand in the long run; far more than any haphazard celebrity advertising with a major name for clout ever will.

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