Sydney Sweeney has landed herself a spot fronting another advertising campaign, this time for US-based ‘sports trading’ firm Novig.
The ad sees Sweeney wearing, on occasion, literally nothing and declaring that Novig is ‘Just Sports’ in a thinly veiled dig at rival firm Kalshi, which allows punters to place bets on, quite literally anything.
The ad was filmed in Australia, while Sweeney was filming anime-based sci-fi film Gundam.
In an interview with culture mag Complex, Sweeney described her involvement in the creative process.
“I’ve been a part of the creative conversations from the very beginning,” Sweeney told Complex, “I had built an amazing relationship with everyone involved, and I was really excited to get to set.”
Sweeney said the campaign was a “very simple and playful idea” that aimed to “bring the concept of ‘just sports’ to life”.
“I’ve always believed that the best partnerships are the ones where everyone’s getting to collaborate,” Sweeney told Complex. “I don’t like to just put my face on something. I really want to be able to get into the weeds of it with an amazing team. And I got to meet the Novig team. Jacob’s incredible, and I believed in him as a founder.
“Being able to be a part of watching this company grow and not just be the face of it is really important to me,” she added.
In a LinkedIn post, Novig founder Jacob Fortinsky, said: “Sydney first came to us as an investor with an interest in prediction markets. She’s now also a strategic partner who helped shape the creative and served as the face of our first major brand campaign ahead of football season. The idea is simple. There are other places to trade on politics, elections, and everything else – controversial markets that make headlines but are ultimately just conduits to trade on what people really care about: sports.”
Bradley Rogers, CEO of OMD USA also posted, saying he was “Proud to partner with Novig & Sydney Sweeney to bring this campaign to life… Kudos to the whole OMD team for all the hard work launching this today!”
Sweeney has also fronted an ad for Novig, wearing a shirt this time, reminding punters to “trade responsibly”.
This isn’t the first time that Sweeney has caused a stir in an ad campaign. Last year, she fronted a campaign for American Eagle, telling the world that she, and the brand, had “great jeans”.
The ad was branded “racist, sexist and eugenics-coded” by the online intelligentsia. The ad features Sweeney in some risqué poses, in one scene the camera zooms down to her breasts before she asks it to pan back to her face.
Aside from social media, the campaign will run at a Sphere takeover in Las Vegas, at 3D billboards in New York and LA and through a partnership with Euphoria.
Sweeney collaborated with American Eagle to create a winter line of jeans with proceeds supporting a domestic violence charity Crisis Text Line.
The year prior, she was the face of a Dr Squatch ad, telling the “dirty little boys” watching how they could clean up using its soap.
Throughout the ad, Sweeney is shown enjoying a bubble bath and appreciating the natural aromas of the men’s grooming line, which was founded by Jack Haldrup in 2013.
“Well, you can’t have it, because this isn’t for boys. It’s for men. This is Dr. Squatch Natural Body Wash with long-lasting, natural aromas like wood barrel bourbon, pine tar, coconut castaway, and fresh falls”.
