Published: 07 Dec 2012 17:30 GMT+01:00 Updated: 07 Dec 2012 17:30 GMT+01:00
Swedish underwear brand Björn Borg has used "naked" models running loose in central Stockholm as part of an innovative campaign to promote a unique style of long underwear.
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.
Gösta Arvedson, 89, is the oldest Riksdag candidate in Sweden, but our Swede of the Week explains that the Liberal Party (Folkpartiet) had to make some unusual promises for him to put his name forward. READ () »
The Green Party is one of only two parties devoting their websites to the EU elections. Here campaign manager Emma Rung presents the party's posters. Photo: Leif R Jansson/TT
The majority of Swedes feel the country's political parties are not doing enough to inform them about the upcoming European Parliament elections. Only two of the eight parties have dedicated their homepages to the May 25th polls. READ () »
Fatal Norrköping Brawl
Swedish police on the scene following Monday's fatal brawl. File: TT
The Swedish agency that helps Europeans fight impediments to the EU principle of free movement has revealed an increase in complaints, including one from a foreign citizen unable to open a bank account in Sweden. READ () »
Sanna Nielsen in the new clip. Photo: YouTube (screenshot)
Sweden's Eurovision hopeful Sanna Nielsen released the official video for the song Undo on Wednesday, a clip featuring leather, slow motion destruction, and a frozen pig's heart and some violence. READ () »
Twenty-five fire fighters were on hand on Wednesday night when a fire broke out in a southern Sweden animal park. The vast majority of the animals were unharmed, but the cluster of spiders wasn't so lucky. READ () »
"Today on the 28 October in Brussels, a large group of key EU Ministers and business people, including UK Secretary of State for Energy and Climate Change Edward Davey, and Swedish Environment Minister Lena Ek, will meet to discuss green growth. They all have a stake in resolving a challenge which, although it is crucial..." READ »
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