‘Wild’n Out’ Star Justina Valentine Roasts Sydney Sweeney’s Viral Novig Ad in a Wild Parody
Few advertisements in recent memory have been remixed, mocked and dissected as quickly as the Sydney Sweeney Novig ad. Within days of its release, it had become less a commercial than a comedy prompt, with performers lining up to put their own spin on it. The campaign’s sheer over-the-top tone made it almost impossible for the internet to resist.
That reaction shouldn’t surprise anyone who has followed Sweeney’s marketing history. Last year’s American Eagle “great jeans” campaign drew heated debate, with some critics arguing the wordplay nodded to eugenics. This time, she chose a bolder approach, and it has kept the conversation loud for more than a week.
Novig, a peer-to-peer sports prediction market, launched the campaign on Sept. 9, timed to the NFL season. In it, Sweeney poses nude while strategically covered by footballs, basketballs and other gear, and repeats that the platform is just sports. She is also a strategic partner and equity holder in the company, and Fortune reported she took a hands-on role in shaping the visuals.
Backlash from female athletes came quickly. British sprinter Amy Hunt addressed Sweeney directly during a post-race interview, and gymnast Gracie Kramer posted a video of her routine saying that is what a woman in sports looks like. Sweeney responded on Instagram by sharing magazine covers of nude athletes such as Serena Williams and Ronda Rousey.
Novig’s CEO, Jacob Fortinsky, later said the company is supportive of women’s sports and never meant the ad as commentary on them. He added that Sweeney was driving much of the visuals and messaging. Meanwhile, one of Novig’s Instagram videos racked up 37 million views in 4 days, according to CNN.
Justina Valentine Joins the Parody Parade
Now comes the comedy response. ‘Wild ‘N Out’ star Justina Valentine posted her own take on the ad.
The video opens with Valentine posing while covered by sports equipment, mirroring the original. From there, it turns the provocation up to absurd levels with a series of ridiculous scenarios, questioning the concept behind the ad. It is very much in keeping with the fast, roast-heavy style she has honed as a longtime member of the ‘Wild ‘N Out’ cast.
Valentine is far from the only comedian to riff on the campaign. ‘SNL’ star Chloe Fineman put out a parody clip after leaving the show, repeating the word sports while balls were thrown at her chest. Podcaster Bobbi Althoff also spoofed the ad by tossing tennis balls and baseballs.
The pile-on shows how much the ad has entered pop culture. Parodies tend to follow when a piece of marketing is both widely seen and widely debated, and this one checks both boxes. Axios framed the backlash as part of a larger moment in which women’s sports have more cultural clout and platforms to push back.
That is the open question. Northeastern experts said the campaign’s main goal appeared to be going viral, since most people learned about it through social media rather than billboards or print. ComingSoon reported that the campaign reportedly cost Sweeney more than 200,000 followers, though that figure comes with the caveat of being secondhand.
For Novig, the attention arrives at a moment when prediction markets are scrambling for celebrity endorsements. Whether that translates into lasting users is another matter, since Fortune noted that viral impact tends to be short-lived. Valentine’s parody is the latest sign that, for now, the ad is still generating buzz.
Sweeney’s next move will be worth watching, as will whether more comedians join the parade.
What do you think of the Sydney Sweeney Novig ad parody trend?
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