Sydney Sweeney and Novig score again in second raunchy ad installment
"There are grown men making spreadsheets to bet on what color underwear I’m wearing. I mean, I’m flattered."
Sydney Sweeney and Novig have teamed up again for the second installment of their suggestive commercials.
In the new ad, shared by the Euphoria star on her Instagram, she strolls into a studio set half-naked and tells the camera: "There are grown men making spreadsheets to bet on what color underwear I’m wearing. I mean, I’m flattered. There’s insider trading on dictators dying, and armies of bots manipulating it all. There’s someone sitting in a bathroom stall betting their 401k on a war.
"And then, there are people who just trade on sports. Novig is just sports,” Sydney says in the final frame while holding two footballs covering her breasts.
Many of her fans applauded the ad's doubling down on its provocative nature, including one who commented: Can't wait for the fallout. Round 2 baby!!" while another said: “Here comes the wave of angry people.”
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Jacob Fortinsky, CEO and co-founder of Novig, told AdAge that he thinks the company has nothing to apologise for.
"We have enormous respect for female athletes and the continued growth of women’s sports. We’re focused exclusively on sports. Sydney’s not a female athlete and was not claiming to be one."
“We were very happy with how the first campaign did, and this was always the plan—to have these two tentpole moments of the campaign; two big creative pushes. We’re continuing to push, and I think we’ve executed well.”
And the results? The publication reported that Novig's trading volume had tripled since the campaign launch on September 9th and was close to three times its volume goal by October 10th. First-time depositors rose by 361.8%, and app downloads jumped by 260.9%.
The new 30-second ad comes after the actor copped plenty of criticism for fronting a campaign that sexualised women and their achievements in sports. Many athletes from a wide range of sports took to social media platforms to express their outrage and show their accomplishments, medals, and trophies.
In a press release for the Novig ad, Sweeney said she was happy to “embrace a fun idea” and be playful in the ad.
"The concept is simple: cut through the noise and put the focus entirely on sports,” she said professionally, despite literally none of the focus being on sports. The campaign brings that idea to life with confidence, humour and a playful edge.”
The Novig ads are not the first campaign Sweeney has fronted that has caused controversy. Last year, she appeared in an American Eagle Outfitters ad that sparked major online backlash over its tagline, “Sydney Sweeney Has Great Jeans.”
READ MORE: Sydney Sweeney 'puts the focus on sports' in new ad
READ MORE: Give me a break: Sydney Sweeney isn’t taking women backwards, she’s cashing in
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