Trending PR Campaigns
Sydney Sweeney’s Novig Undressed Ads
Novig released a follow-up advert featuring Sydney Sweeney in branded underwear, using footballs to cover her chest. The hook was her cheeky response to criticism of the first ad: she jokes about men betting on what she wears, then says Novig is “just sports”.
Why it worked: It hijacked a hot backlash cycle with a self-referential “trolling” ad, weaponising outrage-to-virality as the distribution engine.
The lesson: Consider pitching a playful sequel that answers critics in-platform, turning their quotes into the creative and a measurable call-to-action.
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