There are people who live controversy as a lifestyle. If we had to pick someone who fits this model better than anyone else, at least this year, the name Sydney Sweeney would likely be at the top of the list—perhaps the immediate choice. The Euphoria star is once again stirring new debates on social media with her latest work, and she brings it with the provocative edge she displays in it.
Sweeney has starring in a one-minute advertisement for Novig, a sports betting company. In it, the actress appears naked not once, but countless times, with each pose more striking than the one before. She is conveniently hidden by the stage or by different balls, yet she nearly crosses into another genre of video. And there is a slogan she repeats throughout the ad: “only sport”.
Sexualizing Sport
The ad’s message is blunt and straightforward. “No bets on wars or deaths, and no politics: only sports,” she repeats toward the end of the ad. Transparency is one of the company’s goals, and there is clearly no room for confusion about the field in which they specialize when it comes to placing bets. Sweeney is there to sell the product, but one could argue that she is more of the product than the website itself.
The issue has not been the type of practices the actress supports by representing a betting site, but rather how she uses her body to sexualize sport. Athletes from around the world have answered with fury to the campaign, raising their voices especially against Sweeney. “It’s a kick in the face to all the women who have dedicated their lives to honing their craft, and to all the women who enjoy sport,” she wrote on social media.
Ariarne Titmus, a four-time Olympic gold medalist representing Australia, joined in the protest along with other top athletes, such as Gracie Kamer, Skye Nicolson, and Tilly Kearns.
Provocative
It is not the first time Sweeney has drawn controversy with her ads. She previously starred in a provocative video for American Eagle about pants, using her body as the appeal, and justified it by saying it was art. It is certainly a deliberate choice, one that could have cost her several cameos in prestigious Hollywood films.
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