Sydney Sweeney Sparks Outrage With Provocative Israeli Anthem Ad

Hollywood star Sydney Sweeney is facing backlash for a provocative advertisement promoting the sports forecasting platform Novig. In the commercial, Sweeney, known for her roles in "Euphoria" and "The White Lotus," is seen wearing only sports attire while a remix of Israel's national anthem, "Hatikvah," plays in the background. The ad culminates with a clearer rendition of the anthem's melody, which critics argue constitutes a desecration of a national symbol.

Sweeney, who has become a significant figure in Hollywood, stated in the video, "No betting on wars, on deaths, and no politics. Just you, your opinions, and sports." This positioning aims to differentiate Novig from competitors by focusing solely on performance analysis rather than current events. Notably, Sweeney is not just an endorser but a business partner with equity in the company, actively involved in shaping its creative and marketing messages.

Novig CEO Jacob Fortinsky revealed that Sweeney initiated the partnership after researching the market. The campaign was developed while she was in Australia filming Netflix's "Gundam" live-action movie. The advertisement quickly gained massive traction online, reportedly reaching nearly five million views and hundreds of thousands of likes within an hour.

The use of "Hatikvah" has particularly ignited controversy, especially given Sweeney's recent personal connections to Israel. She has been romantically linked to Jewish producer Scooter Braun, a vocal supporter of Israel, and has met with former hostages. However, these ties have led to questions about whether they grant her the freedom to use the national anthem as a commercial gimmick in a controversial advertisement.