Sydney Sweeney is once again in the news. The 28-year-old American actress is the face of the new campaign for Novig, a sports betting application. In the video posted on social networks, she appears almost naked, simply surrounded by a few sports accessories. We see her hanging from a basketball hoop or playing golf wearing white panties.
“With this campaign, we wanted to offer a fun concept,” explains Sydney Sweeney. The idea is simple: eliminate all distractions to focus solely on the sport. The project brings this idea to life with confidence, humor and a touch of mischief.”
Novig, for his part, congratulates himself on having “succeeded in creating a better experience for fans”. “Sydney helped us convey our message around sport,” says the company.
A campaign considered too sexualized
On social networks, advertising is far from unanimous. Many Internet users criticize the brand for relying on the sexualization of the actress to promote a product unrelated to nudity.
“It’s become so sad. Sexualizing sport to this extent is nonsense,” laments an Internet user. “Selling gambling while selling sex. Society is collapsing before our eyes,” says another. Others call the ad “vulgar” or “pathetic,” with some also expressing concern that minors could be exposed to it.
Sydney Sweeney is not his first advertising controversy. In January, an operation organized in Hollywood to promote its lingerie brand had already attracted criticism. A few months earlier, a jeans campaign also caused controversy, prompting the actress to respond to accusations of racism. More recently, certain scenes of a sexual nature in “Euphoria” have also fueled discussions.
