Sydney Sweeney is fully naked in her new viral advert, and people think this is the awful reason

Sydney Sweeney isn’t exactly the most beloved actress in Hollywood right now, but even for her, the new very naked advert with Novig is jarring. 

Sydney Sweeney rose to fame in Euphoria, but as Zendaya was booking major blockbuster after major blockbuster, she was dedicating her time to what could only be described as a humiliation ritual. There was *that* American Eagle advert – and her odd explanations for it – the publicity stunt for her underwear brand, and selling her dirty bathwater in a soap line. 

And now there’s this: A collaboration with the sports trading app Novig, which she is now a strategic partner and equity holder with. 

Confirmed: Sydney Sweeney knows ball. pic.twitter.com/EXQ4PzVZsi

— Novig (@Novig) September 9, 2026

In the advertisement, which has since gone viral on just about every social media platform, Sydney ran through the various sports that Novig bets on whilst very naked. Various pieces of sports equipment were the only thing keeping the advert somewhat PG. 

“No betting on wars, or deaths, and no politics,” she said. “Just you, your takes, and sports.”

Look, celebrity endorsements have been a staple of advertising for decades; to this day, I can’t look at an Activia without thinking of Jamie Lee Curtis, and the same goes for Nicole Scherzinger and Müller Corner. But most people felt Sydney’s was different. 

One person said: “The trajectory of her career is such a disappointment.”

“Is there anything she won’t do for attention?” someone else added, as another said, “Never seen a more male-centred woman in my life.”

So why did Sydney Sweeney do *that* naked advert 

The simple answer is because she wanted to, but people are struggling to ignore the elephant in the room: Scooter Braun. 

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Amidst the backlash surrounding some of her earlier ventures, Sydney hammered the final nail in her career coffin when she got with the controversial former talent manager in June of 2025. 

Sydney Sweeney shares montage with Scooter Braun. pic.twitter.com/wkZWSBQmN4

— Pop Base (@PopBase) May 13, 2026

After Sydney split from her longstanding publicity team, with those experts feeling “frustrated” that she was not “listening” to them, her boyfriend set up a meeting with CAA. 

According to The Puck, who spoke to several sources close to the actress, Scooter was getting “more involved” in Sydney’s career, specifically with the brands she works with. But it didn’t stop there, as the sources also claimed Scooter was hoping to platform brands he’s already working with, or invested in, through Sydney’s image. Sydney was allegedly taking “greater PR direction” from him, and while Scooter refused to comment, sources close to him did reject this notion. 

Though Scooter’s involvement in the Novig advertisement is not confirmed, the nature of it suggests more men were involved in its design than women. 

One person wrote on Twitter: “You just know this #sh*t campaign was 100% Scooty’s idea since he’s addicted to sports.”

Someone else added: “Scooter Braun: ‘Ok, Sydney, another company just came in with a new business proposal.’ Sydney: ‘Is it another ad where I get naked?’ ‘Scooter: Yes.'”

Sydney Sweeney has been approached for comment. 

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Featured image credit: Novig