Novig, a platform where people trade by predicting sports outcomes, made investor Sydney Sweeney the face of an ad in which she’s covered only by strategically placed sports equipment — and female athletes are outraged that it sets back years of fighting to be seen for what their bodies can do.
The bigger question is whether it even worked: 100 million views are just that, views. Not sales.
1. Okay let’s talk about THAT Sydney Sweeney ad
2. The ad is everywhere. The criticism is everywhere. The defence is everywhere.
3. So what’s the what. Novig is a platform where people can trade by predicting sports outcomes. Sydney Sweeney is not only an investor, but also the face of its latest campaign.
4. Where’s the drama? In its ad, Sydney Sweeney appears covered only by strategically placed sports equipment.
5. Why is it being criticised? You’re going to make us spell it out? Okay.
6. For years, women in sports have been fighting for the bare minimum: To be seen not for their bodies, but for what their bodies can do. This ad sort of takes that backwards
7. And so, female athletes around the world are outraged. Their view? This ad isn’t celebrating a woman’s choice. The visuals target the brand’s audience: young men. That context is everything.
8. And then comes the advertising debate. Was Novig expecting the reaction? Were they in fact relying on it? Was this always part of the plan?
9. And then there’s the debate on results. Is Novig even getting the attention? Or is all the attention on Sydney?
10. And that has left many questions. Did people actually start using Novig? Because 100 million views are just that, views. Not sales.
11. What is your take? Tell us in the comments.
