Sydney Sweeney is facing another wave of controversy over a new advertising campaign — and this time, it has nothing to do with jeans.
Nearly a year after her American Eagle campaign sparked intense debate online, the Euphoria star is once again at the center of a social media firestorm. Sweeney recently appeared in a new commercial for sports prediction platform Novig, and viewers are far from impressed.
The roughly one-minute advertisement features Sweeney posing nude while using various pieces of sports equipment to cover parts of her body. The message of the campaign is that Novig is focused strictly on sports, rather than betting on politics, wars, or deaths.
“Novig is just sports. So they wanted to show? Just sports,” Sweeney says in the commercial. “No betting on wars or deaths and no politics. Just you, your takes, and sports.”
But instead of getting people talking about the platform itself, the ad quickly became the target of criticism across social media.
Some viewers described the commercial as “disgusting” and “inappropriate,” while others accused the campaign of reducing women to their bodies.
“By far the worst commercial I have ever seen,” one Instagram user commented.
Another questioned why people were not recognizing what they considered to be the bigger issue, calling the advertisement “disgusting.”
Others went even further, arguing that the campaign sends the wrong message about women. One commenter accused it of “setting women back 100 years,” while another said it was “one step up for Sydney Sweeney and ten steps down for women.”
A different viewer simply wrote, “This is not it, Sydney. The women do not stand with you.”
One particularly popular comment, which reportedly received more than 20,000 likes, compared the treatment of Sweeney's advertisement with Instagram's moderation of ordinary bikini photos.
The backlash has echoes of the controversy surrounding Sweeney's previous American Eagle campaign, which also became a major online talking point and sparked arguments over advertising, sexuality, and the way celebrities are portrayed.
But despite the criticism, Sweeney herself appears to be completely behind the new campaign.
“The concept is simple: cut through the noise and put the focus entirely on sports,” she said in a statement. “The campaign brings that idea to life with confidence, humor and a playful edge.”
Whether the ad is clever marketing or simply crossed a line, one thing is certain: people are talking about Sydney Sweeney again — and on the internet, that alone can be a powerful advertising strategy.
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