Most of the controversy focused on videos that used the word “genes” instead of “jeans” when discussing the blonde-haired, blue-eyed actor.

The ad, or more accurately series of ads, are built around the tagline “Sydney Sweeney has great jeans” — a play on words that conflates American Eagle denim with the genetic traits that gave Sweeney her famously voluptuous figure. Some of the spots are more direct, specifically talking about her genetic background.

American Eagle’s new denim campaign featuring actor Sydney Sweeney has sparked backlash over a “genes" pun. Here’s what’s behind the controversy—and why it’s drawing so much attention.