From Business Insider · Kim Schewitz · · 2m
The PR playbook Sydney Sweeney and tradwives both love
A nude ad, a homesteading empire, and the art of strategic denial.
In brief
A nude ad, a homesteading empire, and the art of strategic denial. Both Sydney Sweeney and tradwife influencers use the same tactic: provoke outrage with a stereotype, then claim innocence when criticized, keeping attention and sales flowing while changing nothing about what they actually sell. Originally reported by…
Two sides of the same coin
Sydney Sweeney's nearly-nude sports betting ad and tradwife influencers like Hannah Neeleman and Nara Smith use identical PR tactics: perform a stereotype for attention, then deny the obvious when criticized.
“"Plausible deniability keeps the conversation going and allows them to maintain their brand," said communications strategist Lawrence Rosenberg.”
Sweeney's calculated gamble
After her Novig ad sparked backlash, Sweeney claimed it was just about sports. She had equity in the company and likely calculated that the disapproval cost her far less than the attention earned her.
The ready-made defense
Sweeney's defense was built into the ad itself. A brand focused only on sports can dismiss any criticism as someone else introducing politics into a sports conversation.
“"If she had a hand in writing it, she had a hand in her own defense."”
Sweeney's pattern of denial
She used the same tactic after her 2025 American Eagle ad was called a white supremacist dog whistle. After five months of silence, she told GQ she simply did a jeans ad.
Tradwives reject the label
Hannah Neeleman and Nara Smith reject the tradwife label while continuing to post the exact content that made them famous: cooking, homemaking, and family life.
“"I don't prioritize being a homemaker. I'm a working mom."”
The political rebranding
The tradwife label now carries political baggage that brands avoid. By rejecting it while making identical content, influencers keep their audience and partnerships without the controversial label.
“"They've changed the label on the tin."”
Images speak louder than words
Visual content is more powerful than explicit statements because it conveys messages that would sound worse if said aloud. Both Sweeney and tradwives rely on this.
“"Images are incredibly powerful messengers of information that would be less savory or compelling if stated aloud."”
Success so far, but limits ahead
Sweeney's Novig post got 1.2 million likes, Smith has a cookbook deal, and Neeleman has thriving businesses. But Sweeney lost 200,000 followers recently, raising questions about how long the tactic works.
“"Attention and sales aren't the same thing."”
The bottom line
Both Sydney Sweeney and tradwife influencers use the same tactic: provoke outrage with a stereotype, then claim innocence when criticized, keeping attention and sales flowing while changing nothing about what they actually sell.
