Sometimes, you have to take a gamble to get your name out there. Novig serves as an example of using controversial advertising to grab people’s attention, but there’s a fine line between controversy and crisis. The sports trading app recently released an advertisement featuring Sydney Sweeney that has turned heads, in both good and bad ways.
The provocative ad features an often nude Sydney Sweeney strategically covering parts of her body with sports equipment. The ad was hard to miss, it was everywhere, and it quickly drew criticism from people who called it distasteful, objectifying to women and particularly tone-deaf when it comes to women in sports.
Some have called the backlash a crisis for Novig.
But what if the backlash was the point?
Is it a crisis if the organization accomplished exactly what it intended to?
Many would argue that this situation has spiraled into a full-blown crisis, but what if this was the intention all along?
The ad sparked conversation about a company that otherwise would have gone unnoticed. We’d never heard of it. Had you?
In an oversaturated sports prediction market, whose target audience is primarily men, one could argue that not only was this ad not a crisis; it was actually a success. Novig created a controversy at the very least, but what determines whether it develops into a crisis or not? If the situation has been mishandled, ignored, or allowed to spiral out of control, that’s when the consequences start to arise.
Novig CEO, Jacob Fortinsky, doubled down on the idea that the ad was focused on Novig’s role as a sports prediction market rather than women in sports. He acknowledged that backlash was expected, particularly because of the public’s opinions surrounding Sydney Sweeney, but said he has been “very happy” with the overall feedback the company has received so far. It was strategic on Fortinsky’s part to respond so matter-of-factly. He clarified the ad’s intent, admitted he knew there were risks, and declared it a success. Because he didn’t throw more fuel on the fire, the controversy will probably die down quickly. And, given Novig’s target audience, the ad accomplished exactly what it was supposed to.
Here is the twist, Sydney Sweeney is an equity partner in Novig and since the ad the company has raised another $2 billion in funding. Does that change your opinion?
Here are a few thought starters you can discuss at your next team meeting to help your leaders and team see how your business would handle this situation:
Discussion Questions:
- How much responsibility does a company have with its advertising?
- Does negative attention matter if the people you’re trying to reach are responding positively?
- Should organizations respond to every criticism they receive, or is it better to let the controversy die down on its own?
Kith facilitates crisis preparedness workshops that will help your company attain the clarity, trust, and strategic speed you need to respond confidently – no dithering! – to any crisis. We’d be happy to have a conversation about how we can help your company be ready to chart an effective course to reputation protection.
Looking for more fresh insights? Crisis of the Month is a no-fluff Substack that breaks down real-world crises and what they teach us about leadership, communication, and damage control. Whether you’re in comms, ops, or just crisis-curious, this is your monthly guide to what went wrong — and how to do it better. Sign up today!
