# Sydney Sweeney's viral ad playbook

> The actress doesn't just star in controversial campaigns. She engineers them, takes equity stakes, and outperforms bigger budgets.
- Title: Sydney Sweeney's viral ad playbook · Fortune | Shortify
- Summary: The actress doesn't just star in controversial campaigns. She engineers them, takes equity stakes, and outperforms bigger budgets. Sweeney's hands-on…
- Keywords: sydney sweeney, novig, prediction markets, viral advertising, celebrity endorsements, equity partnerships, polymarket, american eagle, brand strategy, social media marketing, controversy marketing, creative control
- Source: Fortune — https://fortune.com/2026/09/18/sydney-sweeney-novig-viral-ads
- Author: Camila Grigera Naón
- Read time: 2 min
- Topics: sydney sweeney, novig, prediction markets, viral advertising, celebrity endorsements, equity partnerships, polymarket, american eagle, brand strategy, social media marketing, controversy marketing, creative control
## Sweeney's controversial playbook
Sydney Sweeney generates massive buzz with provocative ads, but she's not just the face. She engineers the campaigns, takes equity stakes, and outperforms competitors spending far more.
## Novig's sports betting ad
Sweeney's latest campaign for sports prediction startup Novig shows her barely clothed, using sports gear as cover. The minute-long video generated tens of millions of views across X and Instagram.
## Equity over endorsement
Rather than taking a simple endorsement check, Sweeney negotiated a shareholder stake in Novig. The CEO says she approached them specifically because of their exclusive focus on sports markets.
## Outperforming bigger budgets
Polymarket spent an estimated $15 million annually on LeBron James alone, plus millions more on other celebrities. Yet Novig's Sweeney campaign generated 22 times more Instagram likes with a smaller investment.
## Creative partner, not just talent
Sweeney served as a hands-on mastermind, shaping every stage of the campaign. She chose the music, guided camera angles, and revised the script herself.
## A competitive weapon
For early-stage platforms competing against heavily funded incumbents, a viral endorsement can be a vital equalizer. Sweeney put Novig into the same cultural conversation as Polymarket within hours.

> She's not even a simple endorsement, she's a competitive weapon.
## The Dr. Squatch bathwater moment
In October 2024, Sweeney appeared in a bubble bath ad for men's personal care brand Dr. Squatch. She then pitched selling limited-edition soap made with her actual bathwater, which sold out in seconds.
## American Eagle's fading buzz
Sweeney's July 2025 campaign for American Eagle drew controversy over its slogan 'Sydney Sweeney Has Great Jeans,' which some interpreted as a eugenics reference. Initial sales surged, but the company later disclosed no sustained growth.
## Virality has limits
A year after the American Eagle campaign, the company's stock returned to pre-campaign levels. Controversy and celebrity partnerships create momentum but can't compensate for weak product or unclear brand identity.

> Advertising, marketing, [and] partnerships with celebrities can absolutely create momentum, but [they] can't really compensate indefinitely for product, merchandising, and unclear brand identity.
## The Novig risk ahead
Novig risks becoming a supporting character in its own advertising, overshadowed by Sweeney's star power. How the company evolves the partnership will determine whether it creates lasting value.

> Being bold is part of brand building. Don't shy away from [it], but recognize that it shouldn't be for short-term gimmicks because that can only take you so far.
## Key takeaway

Sweeney's hands-on creative control and willingness to embrace controversy generates outsized viral engagement, but sustained business impact requires more than buzz.