The Hole will all the time be well-known. See, 2025 has been an actual doozy of a yr so far as advertising and marketing is anxious. From Sydney Sweeney’s “Good Denims” American Eagle advert to Matt Rife’s unusual E.L.F. Cosmetics advert, rage bait appears to be the key sauce for a lot of manufacturers this summer time.
From Sweeney waxing poetically about her superior genetics with an ill-received double entendre for American Eagle’s “Sydney Sweeney Has Nice Denims” advert—which was largely overshadowed by claims of eugenics. In the meantime, Rife, who likes to joke about home violence, starred in a make-up advert for E.L.F., which famously caters to girls. Odd conduct throughout.
However not each firm appears misplaced within the sea of shock advertising and marketing.
KATSEYE, The Hole and variety
A number of weeks after Sweeney’s advert about her superior “denims,” The Hole and worldwide lady group KATSEYE have launched a rhythmic advert to a barely altered rendition of Kelis’ “Milkshake.” The “Higher in Denim” advert, choreographed by Robbie Blue, was met with widespread reward, the precise reverse of what occurred for Sweeney and Rife.
“i really like how they used this tune and the tune is saying ‘its higher than yours’ which might be them poking enjoyable at Sydney Sweeney,” one particular person commented.
“Now THIS is the way you promote denims,” one other particular person wrote.
Some even introduced it again to the Imply Women days: “I noticed Katseye wore hole denims so I purchased hole denims.”
Whereas not a direct retaliation, the advert landed as the right reprisal, and it even earned the very best honor an advert can obtain in 2025: a viral TikTok dance break. Past the replication issue of the dance, the Hole’s “Higher in Denim” advert celebrated variety moderately than taking a dig at it.
America’s tradition shift
As the final word mall model and emblem hoodie champion, the Hole has been a pillar of American purchasing tradition because it was based in 1969. And maybe the one factor extra iconic than The Hole’s giant emblem hoodies is its iconic denims adverts. With only a jingle and a dream, The Hole modified the idea of denim advertising and marketing without end with its “Fall into The Hole” advert and within the 50-plus years since, The Hole has created iconic adverts that remember all creations, creeds and identities.
It’s fairly sobering to assume that simply 5 years in the past, what The Hole is doing can be thought of commonplace apply, and now it virtually acts as an advert de résistance in these more and more conservative instances.
About The Author
