American Eagle’s Sydney Sweeney campaign didn’t just add $200 million to the company’s market cap overnight. It reminded us that everything and nothing has changed about marketing. It turns out sex still sells. It always has and apparently always will. Nothing fancy about this strategy. That’s the lesson–or is it?

American Eagle Outfitters has a message to its critics, who took issue over its ad with 27-year-old actor Sydney Sweeney that sparked a debate over race and Western beauty standards.