Björn Borg in 'nude' underwear video shocker
Published: 7 Dec 12 17:30 CET | Print version
Online: http://www.thelocal.se/44924/20121207/
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.
- Topless Swedish beach bunny sparks outrage (20 May 13)
- Ex-minister bathes in viral toilet puppy love (10 May 13)
- 'Cyber stalking is now socially acceptable' (9 May 13)
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
What do you think? Leave your comment below.
Riksbank unveils new board members
Sweden's central bank has appointed two new board members plucked from banking and academia to replace two outgoing members, one of whom was an outspoken critic of the Riksbank's commitment to the government's inflation goal. READ () »
350 jobs lost as Ericsson shuts Swedish factory
Swedish telecom giant Ericsson has buckled under the pressure of European competition and will turn off the switch on a cable production plant in Sweden, leaving 350 employees without jobs. READ () »
Sweden has 'lower tax burden' than Senegal
While Sweden has a reputation for having one of the most painful tax bills in the world, a new report ranks Sweden 20th when comparing the tax burden on salaries when social security payments and salary brackets are taken into account. READ () »
Ericsson probed over suspected bribes
Swedish telecom equipment maker Ericsson is suspected of having bribed ministers in Romania in connection with being awarded a contract for the country's emergency number and is now under investigation in the United States. READ () »
Warning over 'long-term' Swedish export slump
Sweden's largest business confederation has gone out guns blazing, criticizing politicians for not facing up to the challenges of "a lost year for Swedish exports" in 2012. READ () »
'Lean hospital a sign of Swedish welfare reform'
A Stockholm hospital saved from closure by private health care providers has been hailed by the Economist as one of modern's Sweden public-private success stories. READ () »
H&M mulls production in South America and Africa
Swedish clothing giant H&M is looking into the possibility of sourcing its production to South America, Central America, and even Africa, chief executive Karl-Johan Persson said on Monday. READ () »
Nord Stream plans new gas pipelines
Gas pipeline firm Nord Stream will hold an information meeting on the Baltic island of Gotland on Monday to introduce a proposal to extend its controversial gas pipeline project. READ () »
'Sweden next in line for housing market crash'
Sweden tops a list of countries that risk suffering a housing market crash, Germany's Commerzbank has warned, citing the slackening off of Swedish property prices as a harbinger of a potential downswing. READ () »
Solna voted best place to live in Sweden
Solna, a suburb just north of Stockholm, is the best place to live in Sweden, according to a new ranking published on Friday by Swedish news magazine Fokus. READ () »
- 17/05 LinkedIn profile lands Swede with hefty tax bill »
- 16/05 India in no rush to open first Ikea store »
- 16/05 H&M CEO to Bangladesh: raise minimum wages »
- 15/05 Sweden plummets in income equality ranking »
- 15/05 Pensioners to recruit ageing Swedish rockers »
- 15/05 Swedish shop hits back: our Converse are real »
- 15/05 Young Swedes forced to live with mum and dad »
- 14/05 Converse in bid to ban 'fake' shoes in Sweden »
- 13/05 Nordea tracked clients in secret 'black book' »
- 10/05 ABB executive to quit after five-year tenure »
| 23/05 | Java Developer (Turku, Finland)Academic Work | Turku |
| 23/05 | Product ManagerSafemind AB | Stockholm |
| 22/05 | Accountant to Bank of ChinaSjr Ab | Stockholm |
| 22/05 | Accountant to Bank of ChinaSJR AB | Stockholm, STHM |
| 22/05 | Accounting ManagerMichael Page | Göteborg |
| 22/05 | Accounting ManagerMichael Page | Göteborg, VTG |
| 22/05 | Analyse Engineer - Infotainment PlatformVolvo | Göteborg |
| 22/05 | Analyse Engineer - Infotainment PlatformVolvo Car Corporation | Göteborg, VTG |
| 22/05 | Application Owner AXNet Entertainment NE AB | Stockholm |
| 22/05 | Architectural Engineer #8409Aker Advantage | Stockholm |
- 22/05 Spain and Germany fight youth employment »
- 21/05 Car boss asks Merkel to rethink CO2 pledge »
- 21/05 SAP to hire hundreds of autistic IT experts »
- 18/05 Economists warn against German euro exit »
- 17/05 Germany cool to France's EU economy plan »
- 17/05 Au pairs rules relax for non-German families »
- 16/05 Germany refuses to slam French economic policy »
- 16/05 Capri-Sun drink wins false advertising award »
- 15/05 Anaemic economy feels winter chill »
- 15/05 ThyssenKrupp bins 3,000 admin jobs »
- 12:47 Moving to Sweden (Questions) HELP
- 12:44 Swedish Summer Language Classes in Malmö?
- 12:43 Husby Riots and violence against the police...
- 11:21 Markets in Gothenburg
- 11:18 Bank account deposits
- 11:08 Freelancer needed to build a website
- 10:04 Lamination or Plastic surgery for Certificate
- 09:49 Restaurant Inspection Scores
- 09:24 Living costs in London
- 08:53 What does Lagom really mean?
Individuals & Couples - Stockholm Beth Rogerson PhD - Clinical, Marriage & Family Therapist
Click or call 08-5580 1266 now
Create an account with Banc De Binary, the world’s most reputable binary options firm, and start cashing in today! You can start by practicing with our free $50,000 demo account.
www.bbinary.com
Expat counsellor & talk therapist offers counselling for stress, relationship issues, sexuality, culture adjustment & life coaching. Private & confidential. Stockholm or Skype. Contact me today! 08-559 22 636 or
CLICK HERE
Casa Birgitta in Algarve, Portugal. Reduced price in best location. Private estate on white sand beach. All amenities included. Book here today! edward_george1@hotmail.com
Find products and services that are specifically focused on English speakers living in Sweden!
FULL DETAILS
Your comments about this article:
The comments below have not been moderated in advance and are not produced by The Local unless clearly stated. Readers are responsible for the content of their own comments. Comments that breach our terms and conditions will be removed.
Oh contraire, mon frere!
Free French lesson for you, mon frère :-)
It spells 'Au contraire' not 'Oh contraire'