Mr Switzerland to Comfort World Cup Widows Edit

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Switzerland is using male sex appeal to attract female tourists while their boyfriends and husbands take in the beer-swilling football hooliganism of the World Cup soccer finals in neighboring Germany in June.

A television ad features images of Mr Switzerland 2005, along with well-built farmhands, mountain climbers, and—get this—lumberjacks. It even shows Mr Switzerland milking a cow. Sexy.

“Dear girls,” invites the ad, “Why not escape this summer’s World Cup to a country where men spend less time on football, and more time on you?”

The advertisement runs in Germany and France.