Novig is unapologetic about its Sydney Sweeney Just Sports ad that incensed the sporting world in September and triggered a worldwide conversation about the sexualisation of women in sports. In fact, it has just launched a sequel called No BS, featuring Sweeney in white underwear with the sports trading app’s logo and footballs covering her bare breasts – and running across digital advertising, social media, online video and out-of-home placements, including in Times Square, throughout football season.
Meanwhile, Coca-Cola brand, Powerade, has stood up to its blatant sexism, with its own campaign, Never Just Sports that is running in digital outdoor ads in the US and socials. The campaign was created by Ogilvy, part of WPP’s dedicated Coca-Cola agency, Open X and leads with its ad beside Novig’s Time Square billboard.
The campaign that began the controversy:
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