Swedish fashion house Björn Borg, whose tagline is "Björn Borg says ja!," celebrated the launch of its Russian website with a full-page ad in homophobic Russia's Moscow Times showing colored underwear arranged to look like a rainbow. In a country where homosexuality has been criminalized, this is, ja, kind of a big deal.
"Björn Borg says da!" the ad reads—meaning "Björn Borg says yes!"
In a press release, marketing director Lina Söderqvist says "the advert is a way for us to reach Russian influencers. Björn Borg as a brand has always advocated equality on all levels." That's true. Two male priests kissing, anyone?
The ad's release coincides with last week's "We don't support homosexuals, wait, yes we do" statements from Barilla, followed by Bertolli's "Love and pasta for all!" comeback. Björn Borg totally takes Paypal if you were thinking of sending a gift to Mr. Putin.
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