NEW YORK (AP) — U.S. fashion retailer American Eagle Outfitters wanted to make a splash with its new advertising campaign starring 27-year-old actor Sydney Sweeney. The ad blitz included “clever, even provocative language” and was “definitely going to push buttons,” the company’s chief marketing officer told trade media outlets.

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.