Sydney Sweeney's racy ad for a sports prediction app has sparked a culture war among Gen Z, while Powerade’s 'Never Just Sports' campaign has thrown a monkey wrench into the mix. The debate rages on about how women are portrayed in advertising, with Millennials and Gen Z reading the same ads through different lenses.

Novig's 'Just Sports' ad, featuring Sweeney in a strategic sports kit, has become a lightning rod for controversy. Despite its clever play on words, it has drawn criticism for sexualising the actress. In contrast, Powerade's campaign, running opposite the Novig ad in Times Square, opts for a more physical and empowering approach, showcasing women in sport.

The easy answer is that Millennials grew up on lad mags, while Gen Z is fluent in social media and representation. But the reality is more complex. While some Millennials may find Sweeney's ad empowering, others see it as a throwback to the 90s. Similarly, while Gen Z may see her as a confident figure, some might view the ad as mere marketing ploy.

The debate extends beyond Sweeney’s ad. It touches on the broader issue of how women are represented in ads, whether sexualised imagery undermines female athletes, and whether criticising an ad is an attack on the actress's autonomy. As we've seen before, ads can take on meanings their creators never intended, as evidenced by Sweeney's 'Great Jeans' campaign which sparked debates on beauty standards and race.

The question remains: are we witnessing a new ad battleground, or are we simply seeing old tricks with a social media twist? One thing is certain: the conversation is far from over.