Sydney Sweeney doesn’t just star in controversial ads. She helps engineer them.
Using controversy as a marketing tactic is a time-honored tactic, but Sydney Sweeney does it better than most. After generating uproar—and a ton of buzz—with last year’s American Eagle “great jeans” ad campaign, Sweeney stoked outrage to new heights this week with a provocative video for sports prediction market startup Novig. In the minute-long social…