Novig, a sports trading application, debuted a new marketing campaign on Wednesday starring actress Sydney Sweeney appearing nude anticipation of the upcoming football season – with the apparent tune of the Israeli national anthem "Hatikva" ending the clip for no apparent reason.
The lighthearted ad features a Sweeney in a variety of suggestive positions using an array of athletic gear – including basketballs and footballs – to cover her body.
"Think you know sports? Prove it. Novig is just sports. So they wanted to show just sports," the actress said in the clip.
The commercial transitions into a sequence displaying her in provocative poses while she wears several types of athletic gear – such as football pads and a jersey – and repeats the word "sports."
"You can't trade this. I just look good here," she said in a subsequent scene while positioned atop a pool table. The broadcast wraps up with what appears to be the musical notes of "Hatikva" serving as the backing track, although without any apparent reference to Israel.
Sweeney discussed the video in a statement and said, "The campaign was about embracing a fun idea. The concept is simple: cut through the noise and put the focus entirely on sports."
This latest ad comes months another provocative ad featuring Sweeney in which the clip cleverly references her natural beauty when promoting American Eagle, saying "Sydney Sweeney has great jeans."
Sweeney has not shied away from appearing pro-Israeli in the past, although her actual stance on Israel remains a mystery. According to a photo published by StandWithUs several months ago, the "Euphoria" and "White Lotus" star hosted Noa Argamani and Avinatan Or, who endured separation during months in Hamas captivity.
Sweeney is in a relationship with Jewish mega-producer Scooter Braun, known for his open support of Israel. Since October 7, he has published content related to the war and the hostages, and was involved in the traveling Nova Exhibition, a display commemorating the October 7 massacre at the music festival and features testimonies from survivors.
