Sydney Sweeney Broke The Internet (Again)

Huh.

But don't I make it look easy? Don't I make it look good?

This is Ad Topsy.

This is where we dissect the ad.

Jase, what are your thoughts on this?

I actually like the ad.

I genuinely do.

I know it's got that controversy around it, considering how, uh, sports women in Australia in particular have all sat there and said, "Oh, no, it's too b- " You know, "It depicts sports women badly." But I actually think the purpose of the ad was to gain awareness for Novik, and up until I saw this ad, I didn't even know they existed.

I knew Kelsey, I knew Polymarket, and even being in Australia, where predictive betting markets aren't available, I knew of those.

And I'd seen their ads, and I think Kelsey released an ad last year which was fully AI-generated, and it was a fantastic ad.

I used it at a conference just recently to demonstrate how AI can create for you.

And, uh, I'd never heard of these guys before, so when I actually saw the ad, I, I thought, "Well, who are they?" And I had to find out.

So in the terms of what it was actually trying to do as a betting agency, it actually, I think, achieved its goal, which is create awareness.

So that's why I think it's, uh, it, it achieved what it did.

So the talk in the news, there's sports women, there's people saying this degrades women and so forth.

From a commercial standpoint, especially if we got some numbers, and I think we got some Google Trends data to show how impactful this has been, if we wanna pull it up on screen.

So there's, there's different narratives here.

As a, a CMO, how would you navigate this i- because your objective would be commercial outcomes.

Yeah, absolutely.

S- Well, I mean, you look at the market that they're competing in.

There's a duopoly in the US with Kelsey and Polymarket, so there obviously, there's, they, they pretty much manage the entire market.

So this is a, a small player that's trying to break that duopoly.

So what they're trying to do is say, "Okay, well, how do we do that?" Doing something controversial, getting pe- this out there in the start of an NFL season, in particular, um, you got the NBA and so forth.

So they're wanting to actually try and market themselves in this space, and in six days, I think it actually broke so many records in views across Instagram, X, YouTube, um, the amount of people that are actually engaged in it.

I mean, like I said, in Australia, we can't even actually download this app, yet we're all sitting here talking about it.