Sydney Sweeney has returned with a brand new steamy Novig advertisement that takes aim at the unusual things people bet on while promoting the company’s sports-focused platform.
In the latest Instagram Reel, the Euphoria star appears wearing white underwear bearing the Novig logo before turning toward the camera with her chest covered by her long hair. “There are grown men making spreadsheets to bet on what color underwear I’m wearing,” Sweeney says in the video.
She then points to prediction markets involving politics and global events before delivering the company’s central message: “Novig is just sports.”
The commercial ends with Sweeney covering her chest with two footballs, echoing the provocative imagery that made her earlier campaign a talking point. She captioned the Instagram post, “No BS. Just sports,” while tagging Novig and identifying the partnership.
View this post on InstagramThe new advertisement arrives after Sweeney’s previous campaign for the sports prediction platform drew criticism from female athletes who argued that its revealing imagery sexualized women rather than celebrating their achievements.
According to Fast Company, the earlier campaign prompted athletes to speak out about how women are represented in sports advertising. Sweeney’s involvement with Novig also extends beyond her role as its advertising star.
The actress joined the company as a strategic partner and equity holder, giving her a financial stake in the platform.
The latest video shifts the conversation toward the kinds of markets Novig offers, contrasting sports predictions with wagers involving other real-world events. It also places Sweeney’s response to the backlash at the center of the advertisement, turning the controversy into part of the campaign’s message.
Whether the new spot will quiet critics remains unclear, but it gives the company another opportunity to generate attention through one of Hollywood’s most recognizable faces.
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