Sweeney: 'Grown Men Making Spreadsheets to Bet on My Underwear Color'
She posted a second Novig Reel on Saturday morning and gave the critics exactly one line.
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Sydney Sweeney posted a second Novig Instagram Reel on Saturday morning... and her answer to six weeks of backlash fits in a single sentence.
"There are grown men making spreadsheets to bet on what color underwear I'm wearing," she says in the 30-second clip. The video ends with Sweeney holding two footballs and a caption: "No BS. Just sports."
The new Reel follows the same format as the September launch: minimal clothing, Novig branding, and a blunt sign-off. What changed is the target. The first video provoked critics. This one uses those critics as the punchline.
The Line Flips the Complaint
Here is what the spreadsheet line actually does. The critics spent six weeks arguing that her Novig ads objectify women. In doing so, they wrote thousands of words about her body, her underwear, and what she does and does not cover. Sweeney's line names that behavior and turns it back on them. The people most furious about the objectification have been the ones obsessively cataloging it.
This is not an accident. Sweeney and Novig have demonstrated across the entire arc of this campaign that they understand the dynamics of attention better than their critics do. The outrage cycle generates awareness. The awareness generates the downloads.
The Numbers Are the Real Answer
Sweeney can afford to treat the critics as material because the metrics say she should. In the 20 days surrounding the original campaign launch, Novig's trading volume rose 94% and first-time depositors increased 218%, per CNBC's October 3 report. A second video posting after those numbers are public is a statement: the strategy is working and will continue.
The timing also matters because this is not a standard endorsement. Sweeney holds an equity stake in Novig. She is a financial partner in the company's outcome, which means the growth numbers are her growth numbers too.
What Comes Next
The critics have two options. They can answer the spreadsheet line, which will produce more coverage. Or they can ignore it, which suggests the campaign has run out of traction. Either way, Novig gets the result it designed for.
Ad Watch News is an independent commentary site with no affiliation with Sydney Sweeney, Novig, or any brand mentioned here. We cover celebrity news and the business of entertainment.
Sources & further reading
- Entertainment Now: Sydney Sweeney Ignores the Naysayers in Yet Another Racy & Revealing Ad Campaign Video (October 11, 2026)
- TMZ: Sydney Sweeney Goes Topless in New Novig Sports Betting Promo Video (October 11, 2026)
- CNBC: Novig credits Sydney Sweeney-backed campaign for platform's surge in growth (October 3, 2026)
- Wikimedia Commons: Sydney Sweeney at TIFF 2024 (Jay Dixit, CC BY-SA 4.0)
