July Marketing Rundown: 6 Must-Know Stories That Shaped the Month

We’re closing out Q2 with July marketing rundown—and it’s been a weird mix of AI drama, brand pivots, and unexpected genetic deep-dives.  

From Coldplaygate to Starbucks sliding into the protein drink territory, July didn’t hold back on entertainment. 

But while the headlines kept us busy, the undercurrent hasn’t changed much. The economy’s still shaky, tariff talks are dragging on, and brands are mostly shooting in the dark—hoping something sticks.  

Here’s to H2 bringing a little more clarity, or at least enough momentum to carry us through to year-end without capsizing. 

Before the charm diminishes, let’s get into the stories that shaped July marketing.  

Gwyneth Paltrow Becomes Face of Astronomer Amid ‘ConcertGate’ Storm 

 Astronomer is doing some serious image cleanup after a viral clip showed its former CEO and HR head in a not-so-professional light at a Chris Martin concert. The footage sparked outrage, memes, and a very public resignation. 

 To steer the narrative elsewhere, Astronomer called in Hollywood backup. Ryan Reynolds’ agency, Maximum Effort, is now behind the company’s marketing response. And in a twist that only the internet could love, Gwyneth Paltrow has stepped in as the brand’s temporary spokesperson. 

 Yes, that Gwyneth. The wellness mogul, Oscar winner, and, perhaps most notably in this context, the ex-wife of Chris Martin himself. The irony has not gone unnoticed, and it might be just the distraction Astronomer needed. 

 Paltrow brings star power, calm, and a bit of eyebrow-raising buzz, turning this corporate mess into a headline-grabbing pivot. Whether it sticks or backfires—well, that’s what the next few weeks will decide. 

American Eagle Ad ‘Great Jeans’ Raises Eyebrows, but also Numbers 

 American Eagle’s latest campaign featuring Sydney Sweeney, titled “Sydney Sweeney Has Great Jeans”, has managed to stir both attention and controversy. The video racked up over one million views in just five days, making it a clear win in terms of reach. 

But the internet had mixed feelings. 

In the spot, Sweeney says, “Genes are passed down from parents to offspring, often determining traits like hair colour, personality and even eye colour,” just before the camera pans to her piercing blue eyes. She finishes with: “My jeans are blue.” A play on words that many viewers found tone-deaf, especially given the ongoing public conversations around genetics, identity, and privilege. 

Still, the ad has done what most brands hope for—got people talking. American Eagle’s name is climbing in search trends, and while the heat over “genetics” controversy might linger, the brand isn’t exactly suffering. 

In the world of denim and digital discourse, sometimes the mess makes the numbers. 

Elon Musk Companies Are in the Spotlight After New Openings and Odd Rules 

Elon Musk’s week looks far from boring, with multiple updates across his companies grabbing headlines.  

First up—Tesla’s long-teased Hollywood Diner is officially open. The retro-style spot serves food, streams movies, and charges EVs all at once. Think burgers, screens, and battery juice in one flashy LA experience.  

 It’s Musk’s version of a pit stop, and yes, it’s already drawing attention. 

 Meanwhile, over at X (formerly Twitter), the platform is cooking up a very different kind of change. In a move that feels oddly specific, X announced it will now restrict ad copy to just one emoji per ad. No more chains of hearts, fire emojis, or attention-grabbing strings of icons. Brands will now have to get creative—or tone things down. 

 Whether these updates are bold moves or brand distractions, they’re keeping Musk’s empire firmly in the spotlight. Between burgers, batteries, and emoji bans, it’s been a very Musk kind of week. 

YouTube Shorts Brings AI Tools to Turn Images into Video 

 YouTube is giving creators more power with a fresh batch of generative AI tools, aimed directly at Shorts. Powered by Google’s Veo model, the platform is rolling out image-to-video animation, letting users transform still photos into animated clips. 

 It’s Google’s smart strategy to integrate AI tools at YouTube Shorts to stay at the front of the short-video race.  

 One standout feature allows creators to animate hand-drawn sketches or drop their images into entirely new, AI-generated settings. It’s part of a broader rollout that includes “AI Playground,” a dedicated space where users can try out various AI-powered experiments—from visuals to motion. 

 With TikTok and Instagram constantly evolving their short-form tools, YouTube’s move isn’t just about keeping up—it’s about standing out. The line between user-generated content and AI-assisted creativity is getting blurrier, and Shorts is clearly leaning into that space. 

Ad Buyers are Betting Big on Generative AI for Video Creation 

According to the IAB’s latest Digital Video Ad Spend & Strategy Report, generative AI is becoming a staple tool in ad creation. Right now, 30 percent of digital video ads are either built entirely or enhanced using AI, and that number is expected to hit 39 percent by 2026. 

 Interestingly, it’s not the biggest players leading the shift. Smaller and mid-tier brands are adopting AI video tools faster than large ones. By 2026, 45% of small brands and 42 percent of midsize brands expect their digital video to be developed using generative AI. 

 The report also builds on earlier findings, emphasizing the rise of connected TV (CTV) as a dominant channel and how AI is feeding into that ecosystem—streamlining production, reducing costs, and speeding up creative cycles. 

Dunkin’ Ad Tries the ‘Great Genes’ Route, Hints at Genetics 

Dunkin’s latest campaign, Golden Summer, is catching heat for what many are calling a tone-deaf nod to “genetics.” In the ad, actor Casalengo says, “This tan? Genetics. I just got my color analysis back and guess what? Golden summer.” 

The comment, though fleeting, didn’t sit well with viewers who felt it echoed praise for white-centric beauty standards—something that’s sparked controversy before. While the reference might be a subtle wink to Casalengo’s role in Prime Video’s The Summer I Turned Pretty, the backlash shows how sensitive this territory still is. 

 The internet didn’t miss the irony—some even claimed Dunkin’ is deliberately stirring the pot after seeing American Eagle’s “Great Jeans” campaign make waves (and numbers) despite its own genetics-related backlash. 

 Whether it’s calculated buzz or a tone misstep, one thing’s clear: brands dipping into “genetic” tropes for summer campaigns might want to tread more carefully.