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Borg to appear in brand ads

By Published on .

[london] Fashion brand Bjorn Borg is breaking a European print campaign featuring the 1970s Swedish tennis champion. Ads promoting the range of swimwear, fragrances, shoes and sports bags juxtapose the clean-cut blonde athlete with a partying, womanizing alter ego. In one ad, Mr. Borg wins a match at Wimbledon in 1976 as women leap onto the court and strip off their clothes below the headline "To me tennis is just a job." The ads are by MADE, a new London-based division of Publicis Groupe's Leo Burnett Worldwide.
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