NOVIG

@cnn

16.1M followers · usually 24.1K views a post

Views

9.6M

Likes

684.7K

Comments

9.0K

Shares

127.1K

SoundTikTok sound · original sound - cnn

Promoted product

Novig

Experience Novig, America’s #1 Sports Prediction Market, and make picks against real people, not the house. Trade on NFL, NBA, MLB, UFC, WNBA, PGA, ATP and more with player props, straights, parlays, and the best live odds for a chance to win real cash prizes. Available in over 35 US states, including California, Texas, and Florida.

4 videos4 creators

Why it worked

The video leverages a controversial ad featuring a popular celebrity, Sydney Sweeney, to spark debate about the representation of women in sports. This controversy, combined with the athletes' counter-narrative, creates engaging content that resonates with viewers concerned about gender portrayal in media.

Summary

A sports betting ad featuring Sydney Sweeney has sparked controversy, with athletes pushing back against its perceived sexualization of women in sports. The ad is contrasted with past ESPN "Body Issue" features, highlighting a debate about how female athletes are represented.

Structure

1Introduction of Sydney Sweeney's controversial ad for Novig.
2Athletes respond by posting their own content to redefine women in sports.
3

Original caption

A new sports betting ad, where Sydney Sweeney wears little to no clothing while posing with sports gear, has gone viral. Olympians and other athletes are now calling the ad out, saying it sexualizes and sets back women's sports.

More from @cnn

Product placement

NOVIG: ACTS - it is a sports betting platform that is being advertised. Removing it would change the video's topic. Just Sports: ACTS - it is the name of the sports betting platform being advertised. Removing it would change the video's topic. ESPN: APPEARS - it is a brand name on magazines and a TV show. Removing it would not change what happens in the video. GETTY IMAGES: APPEARS - it is a watermark. Removing it would not change what happens in the video. REUTERS: APPEARS - it is a watermark. Removing it would not change what happens in the video.

On-screen text

NOVIG NOVIG ATHLETES HIT BACK AT SPORTS BETTING AD FEATURING SYDNEY SWEENEY sports betting platform Just Sports NOVIG actress Sydney Sweeney wears little to no clothing while posing with sports Just Sports INSTAGRAM/@NOVIG 35.8M It's racked up 35.8M in just four days. INSTAGRAM/@BREEMASTERS This is what women in sports really looks like Now, athletes INSTAGRAM/@TILLYKEARNS are hitting back online I absolutely hate Sydney Sweeny's new sports ad by posting their own INSTAGRAM/@GRACIE.KRAMER takes on what it looks like to be a woman in sports. idk what Sydney Sweeney was doing, but this is what a woman in sports looks like to be a woman in sports. INSTAGRAM/@FLICKPALMATEER Australian surfer Felicity idk what Sydney Sweeney was doing, but this is what a woman in sports looks like Palmateer is one of them. Felicity Palmateer Just absolute, AUSTRALIAN SURFER Felicity Palmateer utter disbelief. Incredibly disappointing. Like how far you can sports backwards in the space of a 40-second commercial. The ad that we saw Sydney Sweeney do is very especially for young females for females in sport, for females in general, just hypersexualized content. We want to be valued for what we can do, not what we look like. As the discussion heated up online, Sweeney posted photos of athletes to no clothing from past editions of ESPN's GETTY IMAGES GETTY IMAGES from past editions of ESPN's GETTY IMAGES Body Issue. That was one of the comments that I was getting a lot of too. It's like, well, “women have posed nude before, think about the ESPN And I'm guessing that's what she's probably referencing. Body Issue That is completely different. GETTY IMAGES The Body Issue featured nude and seminude athletes, to quote, "celebrate the incredible power of the athletic form." GETTY IMAGES It also included interviews personal journeys. GETTY IMAGES Its final edition was printed in 2019. GETTY IMAGES CNN has reached out to Novig GETTY IMAGES and Sweeney for comments.

Transcript

In a new ad for the sports betting platform Novig, actress Sydney Sweeney wears little to no clothing while posing with sports gear. It's racked up 35.8 million views on Instagram in just four days. This is what women in sports really looks like Now, athletes are hitting back online by posting their own takes on what it looks like to be a woman in sports. I absolutely hate Sydney Sweeny's new sports ad idk what Sydney Sweeney was doing, but this is what a woman in sports looks like to be a woman in sports. Australian surfer Felicity Palmateer is one of them. Just absolute, utter disbelief. Incredibly disappointing. Like how far you can sports backwards in the space of a 40-second commercial. The ad that we saw Sydney Sweeney do is very especially for young females for females in sport, for females in general, just hypersexualized content. We want to be valued for what we can do, not what we look like. As the discussion heated up online, Sweeney posted photos of athletes to no clothing from past editions of ESPN's Body Issue. That was one of the comments that I was getting a lot of too. It's like, well, “women have posed nude before, think about the ESPN And I'm guessing that's what she's probably referencing. Body Issue That is completely different. The Body Issue featured nude and seminude athletes, to quote, "celebrate the incredible power of the athletic form." It also included interviews personal journeys. Its final edition was printed in 2019. CNN has reached out to Novig and Sweeney for comments.