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.