Sydney Sweeney has now come face-to-face with her controversial Novig campaign — quite literally.A viral video shared by a Sydney Sweeney fan page shows the Euphoria star spotting her giant Novig advertisement in Times Square. The actress can be seen looking at the campaign from inside her car, where she appears to take in the larger-than-life image of herself.
The advertisement, which features Sweeney posing nude while using sports equipment to cover herself, has sparked plenty of discussion online since its release.
sydney sweeney reacting to her giant naked ad in times square 😭 pic.twitter.com/kiMnz0tEz8
— sydney sweeney crave (@sydneycrave) September 13, 2026
Sydney Sweeney’ Controversial Novig Ad In Times Square
In the viral clip, Sweeney appears to notice her Novig campaign displayed prominently in Times Square. The image features the actress posing nude and using rugby balls to cover her chest. Her reaction has now become a talking point of its own, with the video circulating across social media.
The campaign was designed around sports and featured Sweeney using different sporting equipment and clothing as part of the concept. However, the decision to use nudity quickly divided viewers online.
Some criticised the advertisement for focusing too heavily on Sweeney’s body instead of the sports platform it was meant to promote. “As a former athlete and a woman who has personally experienced sexualized comments, I’m genuinely disgusted and disappointed by this campaign,” a user wrote.
Another critic said, “We’ve spent years fighting to be seen and respected for our talent, strength and achievements, not reduced to our bodies.”
What Is Sydney Sweeney’s Controversial Novig Ad About?
Sweeney recently appeared in a campaign for Novig, a sports prediction market and trading platform. The actress is also an equity partner in the company. The campaign features Sweeney nude while using sports equipment, including basketballs and rugby balls, along with sports jerseys, to cover herself.
The concept immediately attracted attention online, with some viewers questioning what exactly the advertisement was trying to sell. One person asked, “So what is she advertising here?”
Another questioned the need for the concept, while a third critic said the advertisement was so distracting that they were unsure what Novig was or what product it was promoting. Despite the backlash, Sweeney has defended the campaign’s creative direction. “The campaign was about embracing a fun idea,” she said in a statement, via Variety.
The actress added, “The concept is simple: cut through the noise and put the focus entirely on sports. The campaign brings that idea to life with confidence, humor and a playful edge.”
What Did Sydney Sweeney Post Amid The Novig Ad Backlash?
Sweeney did not directly address the criticism in a lengthy social media statement. Instead, she appeared to respond more subtly through her Instagram Stories. The Housemaid star shared images of several celebrities and athletes who have previously posed nude or appeared in revealing sports-related campaigns. The posts included Serena Williams, Sue Bird, Megan Rapinoe, Ronda Rousey, Caroline Wozniacki, Jason Kelce, Rob Gronkowski, Myles Garrett and Karl-Anthony Towns.
However, Sweeney did not explicitly say that the posts were a response to the criticism surrounding her Novig campaign. She also shared a series of nude sports images alongside the caption, “It’s gamedayyy @novig #novigpartner.”
Why Did Sydney Sweeney’s Novig Campaign Spark Backlash?
The campaign’s use of nudity became the main point of debate online. While some viewers saw the advertisement as playful and deliberately provocative, others questioned whether the concept undermined its stated focus on sports.
