American actress Sydney Sweeney has stripped off in a provocative new advert for a sports gambling company – which features the melody of Hatikvah, Israel’s national anthem.
The actress, who has had roles in TV series The Handmaid's Tale and The White Lotus, can be seen in a video for Novig using football pads, basketballs and golf clubs to cover intimate parts of her body.
Sweeney strikes her poses to the sound of rap track Come Down by Anderson Paak which, towards the end, samples the Hatikvah.
Some X users noted with amusement Sweeney’s remark that the naked ad campaign had been designed to “cut through the noise and put the focus entirely on sports”.
Novig – whose technology allows users to buy and sell betting positions on sports events – debuted the marketing campaign on Wednesday ahead of the upcoming football season.
“Think you know sports? Prove it. Novig is just sports. So, they wanted to show just sports,” Sweeney says in the clip.
“You can’t trade this. I just look good here,” she says while positioned suggestively on a pool table.
The advert followed several other provocative initiatives involving Sweeney.
She starred in American Eagle’s “Sydney Sweeney Has Great Jeans” campaign, which played on the double meaning of “jeans” and “genes” while drawing attention to the actress’s body.
Sweeney has built a reputation for taking on provocative and high-profile roles and campaigns. She rose to prominence after starring in HBO’s teen drama Euphoria, for which she received two Emmy nominations, and appeared in the dystopian drama The Handmaid’s Tale.
She has also starred in the romantic comedy Anyone But You and the psychological thriller The Housemaid.
The actress has not publicly confirmed a specific political position on Israel.
Jewish music executive Scooter Braun, known for managing major music artists and for his involvement in Jewish and pro-Israel causes, has been linked romantically with Sweeney.
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