Actor and model Sydney Sweeney doubles down on Novig’s sports betting advert campaign
Sydney Sweeney has caused controversy with a fresh phase of advertisements for sports betting company Novig, with the actress doubling down despite previous outcry from female athletes. The actress, 29, known for films including Madame Web, caused uproar when she modelled underwear and appeared nude in the original campaign, which female athletes took offence to, arguing that it degrades women’s sport for the male gaze. In the advert, Sweeney holds up two footballs in front of her chest, while walking virtually undressed, except for underwear. The actress is a strategic partner and holds equity in Novig, and, as confirmed by its CEO, has creative input in its marketing and campaigns.
Why The Backlash?
Criticism also came from celebrities, including Sharon Stone, who said: “We can’t denigrate women’s sports to get men’s attention so they can gamble,” while fellow actress Whoopi Goldberg criticised Sweeney, saying: “I don’t think you can put yourself on the equal footing of female athletes.”
Women in sport were equally incensed; British sprinter Amy Hunt said: “Sydney Sweeney, this is what women in sport look like.” Last month, Olympic cycling champion Sophie Capewell made her thoughts known: “Imagine a world where sexualised representation isn’t the most popular way of seeing women in sport.”
Social media comments were equally critical of the latest campaign; one user commented, “SHE’S LITERALLY RAGE-BAITING Y’ALL,” and “disgusting,” while another said: “Here we go again.”
Campaign Success
The advertisements put Sweeney, rather than active sportswomen, at the centre of the campaign. Novig likely anticipated the backlash, and the fact that Sydney Sweeney has doubled down on the company’s marketing direction suggests it saw success with the first round of advertising.
The numbers reinforce this, with Novig reporting a 94% increase in trading volume following the first phase of the campaign, first-time depositors up by 218%, while the company reported a 187% increase in app downloads.
Novig CEO Jacob Fortinsky claimed that much of the campaign’s creative direction came from Sweeney, saying: “It really was Sydney who was driving a lot of the visuals and the messaging.”
Sydney Sweeney herself said in the latest advertisement: “There are grown men making spreadsheets to bet on what color underwear I’m wearing. I mean, I’m flattered.”
Ukraine Strikes Russian Data Centres — What You Need to Know
President Volodymyr Zelenskyy cited retaliation as his motive for striking Yandex facilities.
Anthropic Wants You To Stop Being Mean to Their AI Chatbots
AI technology company Anthropic, of Claude AI fame, will start banning users who are “cruel” to its AI.
Fort Hood Shooting: What You Need to Know & Expert Analysis
Nidal Hasan will be executed publicly by firing squad: what does this mean for US law?
Leave a Reply