• Sweden's news in English

Björn Borg in 'nude' underwear video shocker

7 Dec 2012, 17:30

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

Facebook Twitter Google+ reddit

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".

Story continues below…

"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

Facebook Twitter Google+ reddit

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

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
Facebook 'sorry' for removing Swedish cancer video
A computer displaying Facebook's landing page. Photo: Christine Olsson/TT

The social media giant had censored a video explaining how women should check for suspicious lumps in their breasts.

Watch this amazing footage of Sweden’s landscapes
A still from the aerial footage of Sweden. Photo: Nate Summer-Cook

The spectacular drone footage captures both Sweden's south and the opposite extreme, thousands of kilometres north.

Sweden could be allowed to keep border controls: EU
Police ID checks at Hyllie station in southern Sweden. Photo: Stig-Åke Jönsson/TT

Sweden could be allowed to keep ID controls on its border with Denmark beyond the current end date of November, following discussions among EU leaders in Brussels last night.

Why women in Sweden will work for free by November
File photo of a woman working in a Swedish office. Photo: Anders Willund/TT

A new study into the gender pay gap suggests Sweden still has some work to do.

Look familiar? Meet your jawbone's ancestor
Thank God for evolution, eh?

There's something fishy about the human jawbone – it has its origins in the placodermi, a jowly species of fish that lived 400 million years ago, Swedish and Chinese researchers say.

Isis claims unremarked arson attack in Malmö
The arson attack took place on Norra Grängesbergsgatan in Malmö. File photo: Emil Langvad/TT

An arson attack in Malmö that caused only minor damage and was barely reported in the media has been claimed by terror group Isis.

How to make autumnal Swedish apple cake
Photo: SwedishFood.com

This tasty cake is an autumn staple in Swedish cafés. Why not make it yourself!

Facebook slammed for cutting Swedish breast cancer video
File photo of the landing page of the Swedish version of Facebook. Photo: Christine Olsson/TT

The social media giant removed a breast cancer awareness video because it deemed the images "offensive," according to the Swedish Cancer Society.

Pastor rapped for depicting rival as Nazi in church play
A different pastor. Photo: Christine Olsson/TT

The pastor allegedly found it funny.

In Pictures: Look inside this perfect Swedish island home
This modern Gotland home was designed and built by two Swedes. Photo: United Frog Studios/AB

Anna-Lena and Johan designed and built their home with tall beautiful windows, a smart heating system, and a separate section for their greyhounds.

Sponsored Article
This is Malmö: Football capital of Sweden
Analysis & Opinion
Are we just going to let half the country die?
Sponsored Article
Where is the Swedish music industry heading?
Angry elk chases Swede up a lamp post
The Local Voices
'Alienation in Sweden feels better: I find myself a stranger among scores of aliens'
Blog updates

6 October

10 useful hjälpverb (The Swedish Teacher) »

"Hej! I think the so-called “hjalpverb” (auxiliary verbs in English) are a good way to get…" READ »


8 July

Editor’s blog, July 8th (The Local Sweden) »

"Hej readers, It has, as always, been a bizarre, serious and hilarious week in Sweden. You…" READ »

Sponsored Article
7 reasons you should join Sweden's 'a-kassa'
People-watching: October 20th
Sponsored Article
Why you should 'grab a chair' on Stockholm's tech scene
The Local Voices
A layover at Qatar airport brought this Swedish-Kenyan couple together - now they're heading for marriage
Swede punches clown that scared his grandmother
Fans throw flares and enter pitch in Swedish football riot
Sponsored Article
Stockholm: creating solutions to global challenges
Could Swedish blood test solve 'Making a Murderer'?
Sponsored Article
Swedish for programmers: 'It changed my life'
Property of the week: Linnéstaden, Gothenburg
Swedish school to build gender neutral changing room
Sponsored Article
Top 7 tips to help you learn Swedish
People-watching: October 14th-16th
Sponsored Article
How to vote absentee from abroad in the US elections
Man in Sweden assaulted by clowns with broken bottle
Nobel Prize 2016: Literature
Sponsored Article
'There was no future for me in Turkey'
Watch the man who discovered Bob Dylan react to his Nobel Prize win
Sponsored Article
‘Extremism can't be defeated on the battlefield alone’
Record numbers emigrating from Sweden
Sponsored Article
Stockholm: creating solutions to global challenges
People-watching: October 12th
Sponsored Article
Why you should 'grab a chair' on Stockholm's tech scene
The Local Voices
'Swedish startups should embrace newcomers' talents - there's nothing to fear'
Sponsored Article
'There was no future for me in Turkey'
How far right are the Sweden Democrats?
Sponsored Article
Where is the Swedish music industry heading?
Property of the week: Triangeln, Malmö
Sponsored Article
Last chance to vote absentee in the US elections
Sweden unveils Europe's first elk hut
People-watching: October 7th-9th
The Local Voices
Syria's White Helmets: The Nobel Peace Prize would have meant a lot, but pulling a child from rubble is the greatest reward
Missing rune stone turns up in Sweden
Nobel Prize 2016: Chemistry
People-watching: October 5th
Must-watch: Incredible time-lapse video of Northern Lights in Sweden
The Local Voices
Why this Russian developer is committed to helping refugees - with tech
jobs available