Novig’s first campaign starring Sydney Sweeney stirred up a lot of controversy as social media got itself into a frenzy over the depiction of women in and around sport. The ads also tripled trading volume on the sports predictions (ie betting) platform, generated 185 million Instagram views, and drove followers on the platform up by 171%.
So it’s no surprise that Novig is back with a second instalment of the campaign in which Sweeney drives home the message that the platform really is just sports. She says: “There are grown men making spreadsheets to bet on what underwear I’m wearing, there’s insider betting on dictators dying and armies of bots manipulating it all, and there’s someone sitting in a bathroom stall betting their 401K on a war… And then there are people who just trade on sports.”
The campaign is masterminded by Novig head of creative Alex Thompson (ex Anomaly and BBH New York) along with Sweeney herself, who is also an equity partner in the business.
This ad is bound to get less heat than the first one because people can only keep up this kind of click bait anger for a limited period of time, but it will undoubtedly help the brand maintain momentum.
MAA creative scale: 6
