Actress Sydney Sweeney is drawing attention for her latest campaign for Novig, a sports betting company. The advertisements feature Sweeney posing nude or scantily clad amidst sports equipment, promoting the company's focus on sports.
"The campaign was about embracing a fun idea," Sweeney stated, according to Variety. "The concept is simple: cut through the noise and put the focus entirely on sports. The campaign brings that idea to life with confidence, humor and a playful edge."
The campaign has generated significant online discussion. Some users praised the marketing strategy, with comments on Instagram including "She definitely understands marketing" and "This is the greatest ad in sports and sports betting history."
However, others drew parallels to Sweeney's role as Cassie Howard in the HBO series "Euphoria," accusing the actress of leaning into a sexualized image. "Girl it's not euphoria anymore you can be yourself now," one user commented. Another expressed concern, stating, "In a world where we are women fighting with everyone to stop objectifying us! We have her!"
This is not the first time Sweeney has faced scrutiny over provocative imagery. She previously drew criticism for her role in "Euphoria" and has also promoted her lingerie brand, SYRN, in revealing photos.
Sweeney, 28, has a busy acting schedule. Her upcoming projects include "The Housemaid's Secret," a sequel where she will also produce, and roles in "Sleepy Hollow" as Katrina Van Tassel. She also has films like "The Caretaker," "Split Fiction," and "I Pretended to Be a Missing Girl" in pre-production. There are also rumors of her starring in a drama about Kim Novak and Sammy Davis Jr. titled "Scandalous!"