Ah, July. The month where fireworks go off, humidity levels become sentient, and brands crank up the creativity dial just to keep us from scrolling past. From anime-inspired milk cravings to musical jump shots and denim discourse that nearly broke the internet, July proved that advertising is still alive, weird, loud, and—as always—divisive in the best way possible.
Let’s start with the elephant in low-rise jeans: Sydney Sweeney’s American Eagle campaign. What was meant to be a cheeky play on “genes” turned into a full-blown culture war moment—one that had media critics clutching pearls and President Trump literally praising the fit. Whether you loved it, loathed it, or bookmarked it for…later, the ad did what ads are supposed to do: get people talking. (And based on American Eagle’s 25% stock bump, also shopping.)
Next up, Jordan Brand shot its shot and scored with a fully choreographed, high-energy musical spot that blended basketball, Broadway, and buttery-smooth transitions. Honestly, it made La La Land look like a warm-up.
Meanwhile, MilkPEP served up the most unexpected anime crossover of the summer with its over-the-top, big-eyed, milk-fueled saga that left viewers asking: “Did I just cry over a dairy product?” (You did. And it was beautiful.)
Then came Doritos with their Swicy flavor bomb and an even bolder casting choice: Walton Goggins. Yes, the man who can out-smirk a rattlesnake anchored a spot so flavor-forward it might have broken the sweet-savory continuum. It was weird, spicy, and absolutely unforgettable.
And finally, the NFL went full Hollywood with its epic Chase the Flag campaign, turning flag football into an adrenaline-pumping cinematic universe of its own. If this is what the Olympics are getting in 2028, we’re buying tickets early. Here are our favorite spots of July!
1. Doritos gets “Swicy” with Walton Goggins in spicy short film
Doritos has officially entered its risqué era with a bit of help from Walton Goggins—man of the moment, king of chaos, and now… a “Spicy, but Not Too Spicy Plumber.”
That’s the setup for the brand’s latest flavor drop: Golden Sriracha, a tangy-sweet heat bomb aimed squarely at Gen Z’s craving for “swicy” snacks (that’s sweet + spicy for the olds). The campaign centerpiece is a hilariously sultry three-minute short film—titled, what else, “A Spicy, but Not Too Spicy Plumber”—starring Goggins in full denim-clad seduction mode.
Set in a house populated by a bombshell, a sultry roommate, and a surprisingly forward cougar, the short plays like a porno setup gone beautifully off the rails. Goggins shows up to “check their pipes,” only to whip out… a massive pipe wrench. And yes, the dialogue goes precisely where you hope it does.
2. American Eagle – “Sydney Sweeney has Great Jeans”
What started as a cheeky play on words for American Eagle has quickly spiraled into one of the most polarizing fashion campaigns of the summer. The fashion brand’s Fall 2025 campaign, “Sydney Sweeney Has Great Jeans,” starring the Euphoria and White Lotus star, was supposed to be a celebration of classic denim.
Instead, it’s ignited a heated online debate, with some accusing the brand of subtly endorsing eugenics and white supremacy.
3. Jordan Brand “Too Easy”
To celebrate the 40th anniversary of the iconic Air Jordan sneaker, Nike’s Jordan Brand didn’t just drop a shoe; they dropped the mic. In a dazzling musical spot titled “Too Easy,” the brand trades jump shots for jazz hands in a two-and-a-half-minute basketball-meets-Broadway spectacle that’s as bold as the legacy it honors.
Set to a remixed version of Annie’s “Hard-Knock Life,” the Wieden+Kennedy-created ad transforms a black-and-white court into a technicolor stage, blending old-school musical charm with modern-day hoop swagger. The result? A surreal, high-energy ode to what it means to make greatness look effortless — or in the brand’s own words, “Too Easy.”
4. MilkPEP “Milk Can Help”
GALE and MilkPEP have gone full throttle with anime in a new youth campaign, “Milk Can Help,” that embraces the energy and exaggeration of anime, speaking directly to Gen Z. With humor and cultural relevance, the campaign highlights milk’s benefits while playfully acknowledging that milk can’t do everything.
That’s the high-energy, anime-fueled vibe behind Milk Can Help, the latest campaign from GALE and MilkPEP (aka the folks behind the iconic “Got Milk?” movement). Aimed squarely at Gen Z, the campaign blends absurd humor, intense visuals, and all the exaggerated tropes of anime to make one thing clear: milk is powerful, but it’s not magic.
5. NFL “Chase Something”
In July, the NFL launched its newest national campaign: “Chase Something” — a fast-paced celebration of the sport’s rapid ascent and the next generation of athletes determined to leave their mark.
Created with agency partner Zambezi and produced by FIN Studios, “Chase Something” leaned into the determination, speed, and swagger that define today’s flag football, framing the sport as not just a game, but a movement. Visually, the campaign focuses on the art of pursuit, keeping the camera in motion as athletes sprint toward dreams, opponents, and legacy. It’s a visceral reminder that this is a game for everyone with the drive to chase something greater.
All in all, July reminded us that great advertising doesn’t just sell—it stirs the pot, hits a nerve, and sometimes skydives with Peyton Manning (more on that in August).
Colin Costello is the West Coast Editor of Reel 360 News. Contact him at colin@reel360.com or follow him on Twitter at @colinthewriter1
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