The crux of the campaign is Sweeney’s assertion that her jeans are good, but the whole thing rests on a pun: She’s also talking about her genes. “Genes are passed down from parents to offspring,” she says in one video, “often determining traits like hair color, personality, and even eye color. My jeans are blue.”

The American Eagle ad discourse was already insufferable. Then Trump weighed in on the two stars’ relative “hotness.”