Seeing, comprehending, understanding and forming opinions are things we do on a daily basis. So when it comes to seeing a controversial video, why do we zone in on our perspective so much that the other side can’t even be heard? 

Sydney Sweeney, best known for her role in the TV series “Euphoria,” has found herself in another controversy. Featured in an ad campaign for Novig — a peer-to-peer sports prediction and trading app — Sweeney has yet to strip society of new ideas. Highlighted in sports equipment and very little else, Sweeney was met with intense backlash from women who felt the ad undermined their role in sports. In response to the campaign, many female athletes posted photos of themselves competing, using the phrase “This is what women in sports look like.” 

From women athletes to women who work in sports, this niche has spoken out about the disrespect and demeaning behavior that Sweeney has caused women in the industry. 

No matter who you are, respect should be shown in any industry. The exponential growth of women in sports in the past several years is transformational, but did all the work, dedication and extra hours just get erased by Sweeney’s 60-second nude ad?

According to Novig’s website, Sweeney said the campaign was about embracing a fun idea. She also mentioned that the concept was simple, focusing entirely on sports. 

She definitely embraced the fun side of the campaign, saying, “You can’t trade this, I just look good here,” while lying on a pool table bare-skinned.

In an interview with Front Office Sports, Jacob Fortinsky, co-founder and CEO of Novig, said, “Sydney’s an actress. We’re a prediction market that is focused on sports, and that was the story she was communicating.”

Despite her witty remarks and questions about her motive, the campaign achieved its purpose. Whether it was to rage-bait, please a demographic or genuinely promote a new sports betting app, one thing changed: two weeks ago you didn’t know what Novig was, and now you do.

Sweeney’s reputation is one that many know, even if you’re not immersed in pop culture. The partial stakeholder in Novig is known for her attractive physique and scarce clothing options, often leading to debates about her image.

Regardless of comments or backlash, Sweeney continues to be cast in campaigns, acting roles, producing roles, along with equity partnerships, making money and continuing her career in whatever way she chooses.

Additionally, the idea that Sweeney’s campaign team wasn’t expecting the backlash associated with the commercial is far-fetched. Looking back at the fallout over the American Eagle campaign, her team was ready for it, making it likely they were ready for this, too, knowing her reputation would cause talk but not one that directly impacts her overall status.

An app’s “success” is defined by awareness and how much traffic or clicks the app receives. Despite the furious pushback, Sweeney’s campaign brought that traffic to the Novig app.

Controversial? Most definitely. Effective? That too.

Sweeney continues to push the boundaries of society, but in a way people dispute. Her image gains fame, and she still lives her wealthy, famous lifestyle.