Sidney Sweeney has caused a storm. Another storm. She’s quite a stormy person. Not only did she cross the absolute rubicon in Hollywood circles by being a Trump fan!!!, she then made the jeans/genes ad which was immediately leapt on by the champagne democrats, who love a bandwagon more than they love being educated or informed, as ‘EUGENICS!!!!’ Hitler’s dream reduced to a pair of Wranglers. With big tits. And now this!!!

Novig is a gambling company. In which Ms Sweeney is an investor. So she created a series of adverts in which she’s positioned as, pretty much, a porn star holding a sporting item. There’s a series of them. There’s ’Gridiron Gel’, there’s ‘Tits’n’tennis’, there’s even Boomergang Babe. And Baseball Blow-job. OK, I invented that last one, just to stress the point. Which will probably emerge at some point, I’m sure. Fairly sure.

There’s the normal post-feminist crapola about ‘empowerment’ and ‘body pride’ and ‘if you had a pair of tits like this you’d get them out at any opportunity too; if someone was paying you hundreds of thousands’, from Ms Sweeney’s camp. And then there’s the outrage. The disdain. The horror!!! As flocks of sporting women queue up to shout their sheer disgust that all their lifelong, tortuous efforts and achievements have been reduced to something between mere objectification and outright pornography. Which, you have to admit, Sidney, they have. Wimmin’s sports is all about da bodies, innit? Fit babes. Fit MAGA babes, if necessary.

Amy Hunt complained. Our brilliant sprinter who came from the Commonwealth Games with four gold medals. Saying how she’s all about muscle and sweat and blood and tears. And she’s totally right. Yet I couldn’t help notice that she wouldn’t get into the blocks without her false eye lashes and full make-up. Obviously for the speed advantage, but also because she wants to look good. We all want to look good, whatever we’re doing. And Amy Hunt does look good. Like all sprinters, she doesn’t over-dress either.

Unfortunately all of these arguments miss the point by a mile in under 4 minutes. It’s not about representing athletes as ‘things of mere beauty’, unless they choose to do it themselves, it’s about the target market. This is a gambling site. And who, in the most part, are the gamblers? And if you want to attract gamblers, I reckon Sidney Sweeney outdoes Ray Winstone by 10 to 1. Maybe 100 to 1.

And the cruellest irony of all; that by making all the fuss, Novig are getting about a million times the advertising coverage they actually paid for. Once an advert makes it onto the front pages of newspapers, FREE OF CHARGE, the advertisers and their clients are laughing all the way to the bank, the race-track and the ball park.

Happy Tuesday

A xxxx