Sydney Sweeney Stars in American Eagle’s Massive 3D Times Square Billboard: A Bold Marketing Move Sparks Debate Among New Yorkers

In the world of advertising, few places hold as much power, prestige, and visibility as New York’s Times Square. It’s a beacon for brands to flex their creative muscles and a battleground where audacity often wins. This week, American Eagle made headlines—and stirred both excitement and controversy—by unveiling a groundbreaking 3D billboard video featuring Hollywood sensation Sydney Sweeney. The campaign, designed to showcase the latest denim collection, turned countless heads and ignited a spirited citywide debate over the ever-evolving face of public art and commerce.

A Times Square Spectacle

On Monday morning, crowds gathered at the intersection of Broadway and 7th Avenue to witness a spectacle in advertising innovation. Towering above the throngs of commuters and tourists, a massive digital billboard sprang to life, broadcasting not just an image, but a dynamic 3D video of Sydney Sweeney, best known for her roles in “Euphoria” and “The White Lotus.”

In the striking display, Sweeney reclines comfortably in a pair of American Eagle jeans. She glances at passersby, her smile warm and inviting, and playfully waves and flirts with the crowds below. The billboard’s eye-popping special effects give the illusion that Sweeney is emerging from the screen itself. Pedestrians pause to snap photos and film videos, some of which are already trending on social media platforms like TikTok and Instagram.

Sydney Sweeney: Gen Z’s Denim Darling

Choosing Sweeney for its latest campaign is no random decision. With her star firmly ascendant, she has become a fashion icon for Gen Z—bold, authentic, effortlessly cool. “Sydney embodies the youthful spirit and unapologetic individuality that American Eagle stands for,” said Jennifer Foyle, President and Executive Creative Director of AE & Aerie. “We wanted to do something that would stop people in their tracks and make them smile. Sydney’s energy did just that.”

The commercial marks a new era for the brand, which has long prided itself on inclusive, trend-setting campaigns. By investing in 3D digital technology, American Eagle is demonstrating more than just marketing prowess; it’s a declaration of its intention to keep leading the conversation where culture and commerce intersect.

The Backlash—and the Love

But as with any bold artistic statement, the campaign has not landed universally. Within hours of the billboard’s debut, criticism began to bubble up online and in conversations throughout the city. Some New Yorkers find the billboard to be an eyesore, an unwelcome escalation of Times Square’s already overwhelming sensory assault.

“Times Square is chaotic enough already,” said one Midtown resident. “Now we have a massive Sydney Sweeney winking at us and waving every time we walk by? It’s too much!”

Some objections have gone beyond mere aesthetics. Critics have questioned the increasing commercialization of public space, worrying that such immersive, unavoidable advertising crosses the line from entertainment into intrusion. Concerns have also been raised over the possible influence of such advertisements on young people, especially considering Times Square’s status as a family-friendly destination.

Public calls to take down the billboard have emerged on social media, with hashtags like #ToneItDownAE and #NotMyTimesSquare trending sporadically on X (formerly Twitter). A small but vocal group of local activists has even submitted formal complaints to the city’s Department of Consumer Affairs, arguing the video sets a precedent for excessive, quasi-holographic displays that could distract drivers and disrupt the neighborhood’s equilibrium.

But the backlash, while noisy, is far from universal. Many New Yorkers—especially younger residents—are both amused and impressed. “I think it’s awesome!” said Brooklyn resident Maria Gonzalez. “It just makes Times Square even more of an experience. If you don’t like giant ads, why are you even in Times Square?” Others echoed the sentiment, lauding both American Eagle’s creativity and Sweeney’s magnetism.

One local summed it up best: “As a New Yorker myself, I LOVE IT. Bring on the future.”

Marketing Genius or Overstep?

Advertising analysts are weighing in on the larger implications behind the campaign. “American Eagle understands that today’s audiences want more than boring billboards. They crave spectacle, something worth pulling out your phone for,” explained Dr. Vince Hargreaves, professor of marketing at NYU Tisch. “It’s a landmark moment for Out-Of-Home advertising, and brands will be watching closely to see if sales spike or if the pushback overshadows the positive buzz.”

The campaign also highlights the evolution of celebrity endorsements. No longer content with simple still images, brands are leveraging the digital presence and relatability of stars like Sydney Sweeney to create immersive experiences. The subtle flirtation, playfulness, and even the “wink” in the video are all carefully calculated moves meant to foster a deeper connection between consumer and brand.

The Art and Ethics of Times Square Billboards

Times Square has a long and storied history as an advertising playground. From the iconic Coca-Cola sign to today’s high-tech extravaganzas, it’s a district where the line between marketing and art has always been malleable. City officials say the billboard complies with existing guidelines, and some urban planners argue such displays add to Times Square’s unique identity.

But the rise of 3D and interactive displays raises important questions about the nature of public space. When does creative marketing become visual pollution? Who gets to decide?

For now, the American Eagle and Sydney Sweeney billboard remains, capturing the attention—and occasionally the ire—of millions. It’s a fitting symbol for a city that’s always in flux, always pushing boundaries.

A Snapshot of the City

As day turns to night and lights blaze ever brighter in Times Square, one thing is clear: American Eagle’s campaign has achieved its first goal—everyone is talking about it. For every irked local or angry tweet, there’s a delighted tourist or Instagram influencer eager to grab a selfie with Sydney Sweeney’s digital doppelgänger.

Whether you see it as a breathtaking feat of marketing or just another example of corporate excess, the billboard has succeeded in what every advertisement aims to do: make you look up.

And in a city that never sleeps, being noticed is the hardest—and most valuable—feat of all.