The news: Novig’s first national advertising campaign generated lots of attention for the little-known sports prediction platform, but its provocative Sydney Sweeney spot shows the risks of using controversy to gain attention.

For most of the ad, which debuted last week, the actress appears nearly nude, using footballs, hockey gear, and tennis rackets to cover herself. In a blog, Novig said the campaign with Sweeney, an equity holder in the company, was a way to “cut through the noise” and drive home its singular focus on sports.

Strong reaction: The ad drew more than 22 million views in its first two days, per The Guardian. The response spread well beyond social media, with many female athletes calling the spot disrespectful to women. Sweeney has also lost more than 200,000 Instagram followers, per Variety. The backlash follows the controversy around her American Eagle campaign, which also became part of a wider cultural debate.

Why it matters: Attention-grabbing marketing can stand out in a fragmented media environment, but brands can lose control over how that attention lands or is interpreted. Novig’s campaign quickly moved beyond its original placements as criticism from women athletes, social users, and commentators focused on the ad itself and Sweeney—not the platform.

Implications for marketers: Provocative advertising can create outsize earned media, but marketers need to know in advance what they want the resulting attention to accomplish. A campaign that overwhelms its product can leave consumers remembering the controversy without understanding the brand.

Marketers also need to be keenly aware of which populations could feel targeted or demeaned. Advertising with a strong appeal to one group risks alienating another, especially in categories like sports, where brands are trying more and more to reach women as fans and consumers.

Additionally, gauging likely reactions before ad launches can help brands understand who might object, how backlash could change a campaign’s meaning, and whether the company should be prepared to respond.

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