Sydney Sweeney has released a second provocative advertisement for the sports betting platform Novig, featuring the actress in white underwear. The campaign has sparked significant debate between feminist critics and supporters of Sweeney's marketing strategy.
Footballs and White Underwear: The Second Novig Spot
The second Novig commercial features Sydney Sweeney wearing only white underwear, using footballs to strategically cover herself. In the ad, which was shared on Instagram, Sweeney delivers a deadpan monologue regarding the obsession some men have with betting on her attire, specifically mentioning those who create spreadsheets to guess her underwear color.
The spot includes a pointed quip about individuals betting their 401k on a "w--re" versus those who simply trade on sports. According to the report, this specific dialogue is a direct response to the intense scrutiny and criticism that followed her initial promotional efforts for the betting platform.
Sharon Stone and Ariarne Titmus Condemn the 'Male Gaze'
Critics including Olympian Ariarne Titmus have described the Novig campaign as a "kick in the face" to women who have dedicated their lives to professional athletics. Gymnast Gracie Kramer and British sprinter Amy Hunt further argued that the ads market women's sports through a male gaze and present an inaccurate image of female athletes.
Sharon Stone, the 68-year-old Basic Instinct star and Sweeney's co-star in Euphoria, told People that women's sports should not be denigrated to attract male gamblers. Stone urged Sydney Sweeney to take responsibility for her actions , asserting that the focus of women's athletics should remain on the champions themselves rather than seeking male attention.
Billy Bush and the 40 Million View Equity Play
Billy Bush has defended the marketing strategy as "brilliant," noting that Sydney Sweeney secured equity in Novig before the advertisement reached 40 million views. Bush compared the current outrage to past controversies involving American Eagle and the ESPN Body Issue, suggesting that public anger typically fades over time.
To counter the accusations of sexualization, Sydney Sweeney previously posted images of naked atlhetes on her Instagram Stories. As reported , these images included figures such as Serena Williams, Megan Rapinoe, and Jason Kelce,all of whom had appeared in ESPN's Body Issue, suggesting that nudity and athleticism can coexist.
From American Eagle 'Genes' to Novig's Playful Edge
The Novig campaign follows a pattern of provocative branding for Sydney Sweeney, echoing her previous work with American Eagle . That campaign, titled "Sydney Sweeney Has Great Jeans," faced backlash when critics claimed a pun on "genes" and "jeans" carried racial undertones or resembled Nazi propaganda.
Kronus Communications defended the actress's agency in these choices,stating that allowing women to make decisions about their own image is a core part of empowerment.. The firm argued that while the ads might ruffle feathers, they are not materially damaging to the brand Sydney Sweeney has built at the peak of her career.
The Silence of Novig Regarding the Second Ad
While Novig previously described the original advertisement—which appeared in New York City's Times Square on September 16—as a "fun idea" with a "playful edge," the company has not issued a specific statement regarding the second, more explicit spot. It remains unclear if Novig intends to furtther escalate the provocative nature of the campaign or if they are relying entirely on Sweeney's personal brand to absorb the backlash.
Furthermore, it is unknown whether the platform has seen a measurable increase in user acquisition specifically from the demographic of "grown men" mentioned in the ad's monologue, or if the controversy has alienated potential female users of the sports betting service.
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