Sydney Sweeney is facing fresh backlash over a racy new sports advert that critics have branded 'soft porn', while others accuse the actress of cashing in on her reputation for staying out of politics.
The Euphoria star appears nude in the provocative campaign for sports prediction platform Novig, using sporting equipment and props to cover herself. The advert ends with Sweeney declaring that Novig is focused solely on sports, with 'no betting on wars or deaths and no politics'.
The combination of Sweeney's provocative appearance and the campaign's emphasis on political neutrality has fuelled criticism online, particularly because she has a direct financial interest in the company. She has joined Novig as a strategic partner and equity holder, although the value of her stake has not been publicly disclosed.
Sydney Sweeney is now monetizing being known for not speaking up about her political beliefs. Does a “just sports no politics” ad for a sports trading app.
by u/Relevant-Peach3997 in Fauxmoi
Sydney Sweeney's 'Apolitical' Image Becomes Commercial Strategy
Sweeney is therefore more than the celebrity face of the campaign, with her involvement giving her a commercial interest in Novig's success. The company has positioned the campaign as a way of cutting through the noise and focusing exclusively on sports.
The decision to place 'no politics' so prominently in the advert has also attracted attention because Sweeney has previously faced scrutiny over her approach to political discussion.
Rather than simply avoiding political debate, the campaign turns that absence into part of its marketing message. Reddit users have consequently questioned whether Sweeney is now benefiting commercially from an image that has itself generated discussion around her political silence.
One commenter wrote: 'I have to assume she knows that her "fame" won't last much longer and she's cashing in. Still super gross but also desperate.'
The criticism follows the controversy surrounding Sweeney's American Eagle campaign last year, which sparked widespread debate over its 'great jeans' slogan and the actress's response to the resulting political and cultural discussion.
Sweeney later addressed her silence over the controversy, saying she regretted that it had 'widened the divide'. The Novig campaign, however, deliberately puts political neutrality at the centre of its message.
Sweeney has described the new campaign as a way of cutting through the noise, with Novig presenting the concept as confident, humorous and playful.
Critics Attack the Advert's 'Soft Porn' Style
The backlash has not focused solely on Sweeney's political positioning. Reddit users have also taken aim at the advert's sexualised presentation, with one commenter describing the actress as excessively sexualised and questioning the impact the campaign could have on her acting career.
'Besides capitalizing on being "apolitical", the ad itself is also SO GROSS, she's so hipersexualized. Can't understand why she did that to her career, cause she is a good actress and pretty, there would be plenty of work for her... i think this is also gonna set her back as an actress,' the commenter wrote.
The reaction reflects criticism that the advert resembles soft porn in its presentation, rather than simply being a provocative celebrity campaign. That description is a characterisation by critics, not an official classification of the advert.
Another Reddit user, who said they were part of Novig's target audience, also objected to the campaign.
'I am the target market and even I feel super gross seeing this,' they wrote.
The responses highlight two strands of criticism: some users object to Sweeney appearing to commercialise her apolitical reputation, while others believe the overtly sexual presentation is unnecessary for an actress with an established career.
Sweeney's acting work remains active, with projects including The Housemaid's Secret, Netflix's live action Gundam film and The Custom of the Country in development.
For now, the campaign has ensured Sweeney's latest commercial venture is attracting attention for more than its sports message, with both her political neutrality and provocative presentation at the centre of the backlash.
