‘A double entendre in every crevice’: what, beyond near-naked tennis, is Sydney Sweeney’s game?

With her new, semi-nude advert for sports site Novig, the actor cements her reputation as the anti-woke poster girl. But is it real – or just provocation with a soft porn gaze?

Bear with me here, but I’m beginning to suspect Sydney Sweeney is a very fine actor. It’s a skill she has been recognised for in the past, of course, winning nominations for Emmys for Euphoria and The White Lotus, but I mean it in a deeper sense, related to her work in advertising rather than drama – can she do more than play a role? Can she make you feel what she’s feeling?

In her “controversial” new ad for the sports prediction site Novig (the scare quotes are because, when you’re begging for controversy this hard, you shouldn’t just be handed it on a plate), she adopts the garb of various sports. Her face, body, aspect, gait and mien are all carefully configured to amp up the erotic overtones to the maximum degree, and yet the feeling that beams out of each image is: “This is really going to piss people off, and I couldn’t be more delighted.” Her expression is so speechful that you cannot help but share in some of her hellion joy.

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