More than a year after courting controversy with an American Eagle ad, actor Sydney Sweeney is facing another firestorm for a racy campaign in which she appears in various states of undress. Posing for the sports trading app Novig, she has stirred a debate regarding oversexualization in the advertising world.
‘Kick in the face’ Australian Olympic swimmer Ariarne Titmus posted on Instagram that she could not keep her “mouth shut” upon seeing the ad, per the Sydney Morning Herald. Not only is Sweeney’s ad a “kick in the face to every woman who has dedicated her life to perfecting her craft,” said Titmus, but also to every woman who enjoys sports for “teamwork, friendship, dedication, excellence, unity.”
This is “already a male-dominated field” where women are “constantly having to prove why we belong,” said Marissa Womack, the manager of game day promotions and programming for a minor league baseball team, on TikTok, per The Hollywood Reporter. When the “only representation is sexualization,” you see “less and less young women wanting to pursue this.”
The controversy is about “more than one advertisement,” said Vivienne Lewis, a clinical psychologist, at The Conversation. It “raises a bigger issue” about the “attention we give to what women look like” rather than “who they are and what they can do.”
‘Hardly an unusual strategy’ Not to be a “crazed optimist,” said Marina Hyde at The Guardian, but women’s sports feel a “whole lot bigger and stronger and more compelling” than whether Sweeney “did or didn’t get her tits out for a gambling ad.” Alternatively, people could “focus on the gambling bit rather than the woman advertising it,” as “gambling wrecks a lot more lives than Sydney Sweeney.”
We all know “exactly what Sweeney was doing,” said advertising copywriter Paul Burke at The Spectator. She was “selling a sports betting app.” She did not “pretend that she was an elite athlete” or “decry the great talent, strength and sacrifice involved in becoming one.”
Novig’s decision to cast Sweeney is “savvy,” said Burke. Her “provocative performance,” building on last year’s “denim-based outrage,” does “appeal to the people most likely to download this app.” This is “hardly an unusual strategy.”
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