Another day, another controversy in the world of Hollywood advertising. This time, it’s Sydney Sweeney at the center of the storm, starring in a viral commercial for Novig, a prediction market for sports trading. The ad, which features Sweeney with little to no clothing, has sparked backlash from female athletes who accuse it of objectifying women.
The conceit of the commercial is that Novig is “just sports,” so the ad features Sweeney and “just sports” — i.e., no clothing. Sweeney appears in the ad with a straight face, wearing nothing but a pair of soccer cleats, with a ball balanced between her feet. She says, “No betting on wars or deaths, and no politics.” The ad has generated plenty of views, with 37.5 million views on X alone, but it’s also sparked a heated debate about the objectification of women in sports.
The criticism from female athletes has been particularly scathing. Australian Olympian Ariarne Titmus wrote on her Instagram story, “I can’t describe how infuriated I feel when I watch this… Not only is it a kick in the face to every woman who has dedicated her life to perfecting her craft, but every woman who enjoys sports for what it really is — teamwork, friendship, dedication, excellence, unity…” Boxing champion Skye Nicolson also weighed in, writing, “Giving the ad campaign exactly what they wanted, but honestly, these companies need to do better. Stop sexualizing women in sport.”
This isn’t the first time Sweeney has been at the center of a controversy surrounding one of her commercials. In 2025, she appeared in a commercial for American Eagle that sparked major blowback because of its tagline “Sydney Sweeney Has Great Jeans,” which some claimed was an invocation of white supremacy. Sweeney’s response to that criticism was, “I knew at the end of the day what that ad was for, and it was great jeans.”
The Never-Ending Quest for Views
It’s clear that Novig is more concerned with generating buzz than with addressing the concerns of female athletes. The company likely knew that the ad would be provocative and spark controversy, but that’s exactly what they were going for. In today’s social media landscape, where attention is the ultimate currency, it’s not uncommon for companies to push the envelope in an effort to get people talking. And it’s working — the ad has been viewed millions of times, and people are still talking about it.
But at what cost? The objectification of women in sports is a serious issue, and it’s not something that should be taken lightly. Companies like Novig need to be more mindful of the impact their advertising can have on women and girls who are interested in sports. Instead of using sex to sell their product, they should be promoting a more positive and respectful message.
The Bottom Line
In the end, it’s all about the bottom line. Novig doesn’t care about the controversy surrounding their ad — they care about the views and the attention it’s generating. And as long as people keep watching and talking about the ad, they’ll keep using the same tactics to get attention. It’s a tired and predictable strategy, but it’s one that works. And so, the cycle will continue, with companies pushing the envelope to get attention, and women being objectified and marginalized in the process.
As I sit here, writing about the latest controversy in the world of Hollywood advertising, I’m reminded of the annual Nostalgia Harvest, where studios dig up old ideas and try to make them seem new again. It’s a tired practice, but it’s one that works. And it’s not just limited to movies — it’s a phenomenon that can be seen in advertising, music, and even politics. It’s a never-ending cycle of familiarity and nostalgia, and it’s one that’s both exhausting and depressing.
And so, we’re left with the latest controversy surrounding Sydney Sweeney and Novig. It’s a story that’s both familiar and frustrating, a reminder that some things never change in the world of Hollywood. But hey, at least it’s generating some attention — and that’s all that really matters, right?
Finn McFrame, celebrated satirical mastermind and self-proclaimed “Emperor of Irony,” started his illustrious career as a cinematographer, where his expertise in capturing every single frame of a squirrel stealing a baguette earned him accolades at obscure film festivals.
Born in the glamorous town of Boring, Oregon, Finn grew up with dreams of being a Hollywood director until he realized that satire, not cinema, was his true calling—or at least the one that let him sleep until noon.
Finn McFrame: changing the world, one satirical lens flare at a time.
