Actor Sydney Sweeney has responded to the backlash over her latest sports advertisement, and she appears to have done so without saying much at all. The campaign, which dropped last week, featured the actor nude and quickly sparked debate, with critics accusing Sweeney of objectifying herself.

Instead of addressing the criticism head-on, Sweeney shared a series of cryptic posts in her Instagram Stories. She shared images of celebrities including sports stars Serena Williams, Ronda Rousey and Sue Bird, all of whom have posed nude for advertisements over the years - seemingly in an attempt to remind that she is far from the first celebrity to use nudity in a sports-based advertisement.

The The Housemaid star, who has long been known for embracing her sex appeal, recently featured in a sports commercial for a sports prediction and trading platform. Sweeney is also an equity partner in the brand.

The advertisement has attracted criticism online, with some viewers questioning its concept and the decision to feature Sweeney in a campaign that shows her wearing very little.

Sydney Sweeney shares cryptic posts

Amid the backlash, Sweeney shared several photos from the campaign on her Instagram Stories. She later posted images of other celebrities who have appeared in similar sports-themed photoshoots.

The posts featured sports stars including Serena Williams, Ronda Rousey, Sue Bird, Megan Rapinoe, Rob Gronkowski and Jason Kelce.

Sweeney did not directly address the criticism in her posts. However, the choice to share photos of other celebrities in similar campaigns appeared to be a response to the comments directed at her advert.

It is not clear whether the posts were intended as a direct reply to the backlash.

What is Sydney Sweeney’s controversial ad about?

Sweeney recently appeared in an advert for Novig, a sports prediction market and trading platform, after joining the company as an equity partner.

In the campaign, the actor appears nude while using sports equipment, including basketballs, rugby balls and sports jerseys, to cover herself.

The advert quickly drew attention online, with some viewers questioning what the campaign was actually promoting.

One person asked, “So what is she advertising here?” Another questioned the need for the concept. A third critic wrote that the advert was so distracting that they were unsure what Novig was or what product it was selling.

Olympic athlete condemns Sydney Sweeney’s advert

The backlash has also come from Olympic athletes, with several condemning the advert for what they see as the sexualisation of women’s sport.

Retired Olympic swimmer Ariarne Titmus said she believed this kind of marketing should be a thing of the past. The four-time Olympic gold medallist shared her strong reaction on Instagram.

“I can’t describe how infuriated I feel when I watch this,” the four-time Olympic gold medallist wrote on Instagram.

“Not only is it a kick in the face to every woman who has dedicated her life to perfecting her craft, but every woman who enjoys sports for what it really is – teamwork, friendship, dedication, excellent, unity. How do we live in a world where monetising a woman’s body and sexualising women’s sport is still a thing?” she added.

Water polo silver medallist Tilly Kearns is also among those who condemned the ad campaign. “I absolutely f***ing hate Sydney Sweeney’s new sports ad,” she wrote.

The response from athletes has been swift. Along with criticising the advert, they have used the controversy to draw attention to the skill, dedication and achievements of women in sport.

Sweeney has previously explained why she wanted to be involved with the campaign. In a statement on Novig’s website, she said the idea was about having fun while keeping the focus on sport.

“The campaign was about embracing a fun idea,” she said, adding that the concept was designed to “cut through the noise” and put the focus on sports.

Novig CEO Jacob Fortinsky also spoke about Sweeney’s involvement with the company in an interview with FOS. He said the actor had been uncomfortable with people making predictions and assumptions about her personal life. According to Fortinsky, the company’s focus on sports was one of the things that attracted Sweeney to the partnership.

Sweeney has also said that she was closely involved in the creative process behind the campaign. Speaking to Complex, she revealed that she had been involved with the project from the beginning.

The latest controversy comes after Sweeney faced criticism over another advertising campaign last year, once again putting the actor’s brand partnerships under public scrutiny.

Source: Hollywood Reporter