• Sweden edition
 
Björn Borg in 'nude' underwear video shocker

Björn Borg in 'nude' underwear video shocker

Published: 07 Dec 2012 17:30 GMT+01:00
Updated: 07 Dec 2012 17:30 GMT+01:00

A short video released by the company on Friday shows a man and a woman disrobing as they stroll through the Swedish capital, eventually appearing to have shed all their clothes.

Despite looking as if they are completely naked as they saunter through Stockholm's chic shopping district, the models are actually wearing "pixel pants" long johns.

"Say 'Pixel Pants' at a Björn Borg Store in Sweden to get a pair of limited edition pixel-long johns for free," the company said in a description below the video clip.

The limited-edition long underwear line's signature characteristic is a design featuring pixellated privates, which give the impression that the wearer is naked, but has somehow had his or her genitals pixellated.

“They’re a bit provocative,” one central Stockholm shop assistant told The Local, adding that no one had yet come in to claim the freebies as of 5pm on Friday.

“It’s typical of Björn Borg and the customers love it. They had another joke once on some boxer shorts saying ‘Keep your balls in place’.”

Indeed, Björn Borg has a history of using edgy campaigns with lots of skin to market its products.

In 2011, an image of two naked men jumping for Björn Borg underwear drying on a clothes line proved too racy for Facebook, prompting the social media site to erase the image from Björn Borg's page.

But it appears the Swedish underwear brand has learned from the Facebook incident in its approach to launching "pixel pants".

"Björn Borg kids are streaking around @sweden! Pixels to keep it Youtube-friendly," the company said on its official Twitter account in connection with the launch.

David Landes

Follow David Landes on Twitter

Your comments about this article

20:41 December 7, 2012 by redfish
omg, i'm shocked. *dies of shock*
21:36 December 7, 2012 by Vitas
Make this video in Rinkeby or Tensta! Ha-Ha-Ha
23:53 December 7, 2012 by wxman
Even pixelated, you can tell that the young lady is the "old fashioned" type. That's refreshing these days.
00:47 December 8, 2012 by saab
@wxman

Oh contraire, mon frere!
16:11 December 12, 2012 by creamy
sexy is just plain sexy! merry christmas a:)
06:47 January 24, 2013 by Viclis
That was just DUM.......
18:34 February 1, 2013 by wakak
@ saab

Free French lesson for you, mon frère :-)

It spells 'Au contraire' not 'Oh contraire'
11:05 February 5, 2013 by matressmonkey
Underwear named after a 60 year old tennis player is so goofy. No wonder this brand has totally failed in the US. You can get it for $10 each and still nobody buys it.
Today's headlines
Elections 2014
LIVE BLOG: Sweden elections 2014
Photo: TT

LIVE BLOG: Sweden elections 2014

Welcome to The Local's election blog. Reinfeldt has resigned as prime minister, and Löfven is ready to lead the red-greens. But it will be a weak government with the Sweden Democrats taking place as Sweden's third largest party. READ  

Interview
Greens ready to form new goverment
Gustav Fridolin. Photo: Fredrik Sandberg/TT

Greens ready to form new goverment

While the Green Party did not become Sweden's third political force as it hoped, it is set to govern alongside new prime minister Stefan Löfven. The Local spoke with Gustav Fridolin, one of the party's two co-leaders. READ  

Elections 2014
Social Democrats win Swedish election
Photo: TT

Social Democrats win Swedish election

Sweden's Prime Minister Fredrik Reinfeldt stepped down late on Sunday night after losing the national election to Social Democrat leader Stefan Löfven. READ  

Behind the scenes: Election night preview
Is the the Alliance's last photo op as Sweden's government? Photo: Jonas Ekströmer/TT

Behind the scenes: Election night preview

The Local will be reporting live from all the parties' election events on Sunday night. Here's what we expect to happen. READ  

Elections 2014
Swedes vote in tight election battle
People across Sweden are voting on Sunday. Photo: TT

Swedes vote in tight election battle

UPDATED: Sweden is expected to vote the centre-left Social Democrats back into power in general elections on Sunday, while the anti-immigration nationalist right is likely to make historic gains. READ  

Schyman shares stage with 'feminist' Pharell
Photo: Cissy Avrin

Schyman shares stage with 'feminist' Pharell

Feminist Initiative spokeswoman Gudrun Schyman grabbed the headlines late Saturday night when she joined US superstar Pharell Williams on stage during his worldwide hit "Happy". READ  

Toddler found 'frozen but alive' after forest search
Photo: TT

Toddler found 'frozen but alive' after forest search

A two-year-old boy who disappeared near Hedemora in central Sweden on Friday was found alive near his grandparents' home on Saturday morning ending an overnight search involving 1,000 people. READ  

Ikea offices raided by Russian investigators
Ikea Russia head Per Kaufmann outside a store in Moscow. Photo: TT

Ikea offices raided by Russian investigators

Russian investigators on Friday searched offices belonging to an Ikea subsidiary on the outskirts of Moscow, a spokeswoman for the Swedish group said, adding it was cooperating with the authorities. READ  

Elections 2014
Feminists close in on kingmaker role
Fi spokesperson Gudrun Schyman at a 'home party' on Friday evening. Photo: TT

Feminists close in on kingmaker role

With the Swedish election only a day away, the Feminist Initiative is only 0.1 percentage point shy of claiming seats in the parliament and depriving the Sweden Democrats of their kingmaker role. READ  

Elections 2014
Sweden Democrats head hit by gambling scandal
Photo: Anders Wiklund/TT

Sweden Democrats head hit by gambling scandal

UPDATED: The nationalist Sweden Democrats were dealt two more blows on Friday as party leader Jimmie Åkesson was revealed to have a high-stakes gambling habit and footage was leaked of party members secretly filming foreigners. READ  

RECEIVE OUR NEWSLETTER AND ALERTS
Politics
Five possible election outcomes
Politics
Sweden elections: How do they work?
Politics
Sweden elections: Who's who?
Gallery
People-watching September 11th
Lifestyle
What's on in Sweden
Blog updates

12 September

EU sanctions: necessary, effective and timely (The Diplomatic Dispatch) »

"Regular readers of this blog know I’ve written about the Russia-Ukraine crisis here. Today I’ve chosen to share an article by the UK Minister for Europe, David Lidington, with my readers: This week the European Union imposed further sanctions on Russia. This decision followed months of destabilisation of Ukraine by Russia, and months of political..." READ »

 

12 September

Editor’s blog (The Local Sweden) »

"Hi readers, With the Swedish election just days away, we’ve spent the week bringing you the latest headlines from the final stages of the campaign. Polls suggest that the gap between the ruling Alliance parties and the Social Democrat-led opposition is narrowing, but the result is far from certain. We’ve put together a list of five possible..." READ »

 
 
 
Sponsored Article
Find out what gives this Swedish school executive appeal
Gallery
Property of the week - Hornstull, Stockholm
Analysis
Five differences between the UK and Sweden
Welshman Jonny Luck is now a chef in Sweden
Society
How I opened my own restaurant in Sweden's Malmö
Sponsored Article
Stockholm tech fest: relive the magic
Gallery
People-watching September 8th
Photo: TT
Politics
Feminists fight for first seats
Politics
Immigration cut push from Sweden Democrats
Sheryl Sandberg says women have "low expectations"
Tech
Facebook exec talks women's limits in Swedish business
Politics
Left Party calls for justice and equality
Politics
Green Party wants 'better world' for kids
Lifestyle
The five best Swedish songs of the month
Sponsored Article
Introducing… Insurance in Stockholm
National
Huge clear up underway after Skåne floods
Politics
Sweden's Alliance reveals full manifesto
Tech
Sweden's highest peak to lose title next year
Politics
How immigration became a key election issue
Society
Brit's life in Sweden becomes BBC radio show
Gallery
People-watching August 27
Gallery
Top ten false friends in Swedish
National
Roma advocate scoops Wallenberg prize
Sponsored Article
Graduates: Insure your income in Sweden with AEA
Sponsored Article
Introducing...Your finances in Stockholm
Sponsored Article
Introducing...Housing in Stockholm
Latest news from The Local in Austria

More news from Austria at thelocal.at

Latest news from The Local in Switzerland

More news from Switzerland at thelocal.ch

Latest news from The Local in Germany

More news from Germany at thelocal.de

Latest news from The Local in Denmark

More news from Denmark at thelocal.dk

Latest news from The Local in Spain

More news from Spain at thelocal.es

Latest news from The Local in France

More news from France at thelocal.fr

Latest news from The Local in Italy

More news from Italy at thelocal.it

Latest news from The Local in Norway

More news from Norway at thelocal.no

838
jobs available
Swedish Down Town Consulting & Productions
Swedish Down Town Consulting & Productions is an innovative business company which provides valuable assistance with the Swedish Authorities, Swedish language practice and general communications. Call 073-100 47 81 or visit:
www.swedishdowntown.com
PSD Media
PSD Media is marketing company that offers innovative solutions for online retailers. We provide modern solutions that help increase traffic and raise conversion. Visit our site at:
http://psdmedia.se
If you want to drink, that’s your business.
If you want to stop, we can help.

Learn more about English-language Alcoholics Anonymous in Sweden. No dues. No fees. Confidentiality assured.
AA-EUROPE.ORG/SWEDEN