“Genes are passed down from parents to offspring, often determining traits like hair color, personality and even eye color. My jeans are blue.”

Now call me crazy, but in an era where ICE is profiling people based on looks, where there’s a group creating a white town, there’s the white people are oppressed in the US, where there are nazi salutes being thrown about, Nazi flags being flown, white supremacists groups marching down streets in cities, podcasters whining about replacement theory, and whitewashing history, museums and websites of minority achievements, coining an ad playing on the words Gene/Jean ain’t the best idea? That is if you want to claim it isn’t about race.

To add insult to injury, this company would have us believe that it’s only about the jeans, hum “determining traits like hair color, personality and even eye color” is about Jeans? Miss me with the BS please. It was meant to be about white folks and it’s target audience was maga.

As for anyone defending this, it would have been way better to just say, yeah it’s about whiteness and I don’t have a problem with it, that’s honest at least. But, trying to claim that folks are imagining things that arent’ there when said things were put in there, is really an insult to our intelligence.

If you weren’t trying to get people to think about genetics then why even do the play on words? Why talk about physical traits? You could have said  “Genes are passed down from parents to offspring, I have great jeans!.” And that would have been a better play on words and gotten to the point! Hell you could have ended the ad with Sweeney being older and handing off the jeans to a younger girl.

The ad was received as it was meant to be received by all, those who approved of the eugenics, and those who disapprove of it. Period. The controversy was planned and is part of the ad campaign.

And I won’t even mention the deliberate pubescent look and sexual undertones. 

From #ThePoet who worked for over 30 years in advertising and communications. My jeans aren’t hacked man!

#TheAmericanHaitianPoet #Woke #SocialPoetry
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Muriel Vieux – August 1st, 2025 – ©All rights reserved