In 2025, some advertisements have been leaning into unsettling and unexamined messages—especially when it comes to beauty standards, genetics, and race. The Boost Mobile “Hit It, Kid” commercial, a 15-second spot promoting the iPhone 16e, is the latest example of this trend. What seems at first like a quirky, funny ad turns out to tap into a deeper, more troubling issue that seems to be creeping into 2025 advertising: the subtle yet powerful messaging of eugenics.
The commercial begins with a marketing man telling a young white boy to “hit it, kid,” leading into a catchy jingle about Boost Mobile’s features. It’s playful, energetic, and memorable. But when the kid finally talks about the iPhone’s Apple Intelligence and takes a selfie, the camera zooms in on him as he erases the Black man standing behind him from the photo.
It’s a quick moment, meant to be played for laughs, but here’s the problem: erasing a Black figure from the image is no laughing matter. The kid, in a position of power (with the iPhone in hand), deletes someone from the background, and the whole action feels like an unspoken commentary on racial exclusion. While this moment might seem innocent on the surface, it’s part of a bigger, more alarming trend in recent advertisements that subtly flirt with themes of eugenics, genetic superiority, and exclusion.
A Trend in 2025: Eugenics and the Rise of “Genetics” in Advertising
This moment in the Boost Mobile ad isn’t an isolated incident. It’s part of a broader trend that has emerged in 2025 where commercials are increasingly using the term “genetics” to promote beauty standards that, whether intentionally or not, seem to harken back to troubling eugenic ideologies.
Take, for example, the recent backlash surrounding a Dunkin’ ad. In late July and early August 2025, Dunkin’ released a commercial for their Golden Hour Refresher featuring actor Gavin Casalegno. In the ad, Casalegno claims that his golden, sun-kissed appearance is due to his “genetics.” At first glance, it may seem like a harmless line—perhaps just a playful way to boast about his tan. But critics quickly pointed out that the emphasis on “genetics” in relation to beauty could easily be seen as reinforcing Eurocentric ideals about beauty, especially with the increasing emphasis on tanned skin.
As many on social media pointed out, the connection between a drink and genetics seemed forced and absurd, but even more troubling was the subtle reinforcement of exclusionary beauty standards. Critics argued that these ads are part of a larger pattern in which marketing has become more brazen in evoking undertones of eugenics, focusing on idealized genetic traits that exclude those who don’t fit the “standard.”
From the American Eagle Ad to Dunkin’ to Boost Mobile: A Dangerous Trend
What connects the Boost Mobile ad to the Dunkin’ and American Eagle ads is the underlying theme of “genetics” or “genes,” which seems increasingly present in 2025 advertising. The American Eagle ad featuring Sydney Sweeney, which referred to her perfect jeans as being tied to “genes,” sparked similar concerns. The subtle message here was one of genetic superiority, implicitly tying a woman’s worth and beauty to her genetics—again, harkening back to the ideas of genetic purity and supremacy.
These are not just isolated, weird flukes of advertising—they reflect a growing trend where marketers, either intentionally or subconsciously, tap into ideas that can be linked to eugenics. In a society where beauty standards already lean heavily on Eurocentric ideals, these types of commercials reinforce exclusionary messages and continue to marginalize those who do not conform to these standards.
The YouTube Version: Extended Erasure and No Accountability
Now, let’s talk about the YouTube version of the Boost Mobile ad, which takes the already troubling TV ad and amplifies the issues. Unlike the TV spot, the YouTube ad is extended and drawn out, giving more time to the erasure scene. The Black man awkwardly reacts to being erased from the photo, further drawing attention to the problematic nature of the act.
And yet, the kid is still not held accountable for his actions. The only “correction” comes when the marketing man tells the kid, “It’s a little flat at the end,” referring to the kid’s singing—not the erasure, not the racial exclusion. This lack of any real accountability makes it feel like the erasure is brushed aside, normalized, and treated as a lighthearted mistake. Instead of addressing the racial implications head-on, the ad just lets the action play out, leaving viewers to assume or wonder if the erasure is reversible. But that’s a huge gamble to take with such a sensitive issue.
This extended version only highlights how the commercial mishandles the issue of racial erasure. It’s more drawn-out, making the exclusion feel even more pronounced, and the lack of any real accountability only makes it worse. Instead of addressing the racial dynamics, the ad just lets the scene go, hoping that people will move on without questioning the deeper message being sent.
The Bigger Picture: Why This Matters
It’s easy to dismiss these commercials as being harmless or just quirky. But when taken as part of a broader context, they start to paint a concerning picture. The message in ads like Boost Mobile’s and Dunkin’s isn’t just about selling a product—it’s about shaping cultural norms and beauty standards, whether consciously or not. The use of genetics in advertising, paired with images of racial erasure and exclusion, reflects a deeper societal issue that we can’t afford to ignore.
As we move into a new era of advertising, it’s essential to keep an eye on these subtle messages. The increasing use of “genetics” as a selling point in beauty and lifestyle products is not just a marketing gimmick—it taps into deeper, more dangerous narratives that have been part of our history for centuries.
The Call for Change: Holding Advertisers Accountable
What we need is a shift in how advertisers approach race, beauty, and representation. The use of genetic messaging in the context of beauty products needs to be critically examined, especially when it’s tied to exclusionary narratives. As consumers, we have the power to push back against harmful advertising trends by calling them out, educating others, and demanding better representation.
It’s time we stopped laughing at these moments in ads and started taking a harder look at the messages they send. Whether it’s erasing people of color from a selfie or tying beauty to genetics, the implications are too serious to ignore.
You can see the TV commercial here:
And now the YouTube ad: