Trending PR Campaigns
Sydney Sweeney’s Just Sports Novig Ad
Novig partnered with Sydney Sweeney on a provocative sports-trading advert featuring her mostly naked body covered by sports balls and uniforms. The deliberately sexualised execution was designed to cut through sports advertising and generated widespread backlash, giving the new platform substantial media attention.
Why it worked: It weaponized a values clash—“just sports” vs. overt sexualization—sparking outrage from industry insiders, guaranteeing polarizing quotes and viral debate.
The lesson: Consider engineering a clean, testable contradiction in your message, then pre-seed expert voices ready to argue both sides on launch.
Coverage over time
How this story spread across the media