Bjorn Borg is a great clothing company, but this has nothing to do with clothing. In discussing it with one of my mentors, Glenn Gill, I described it as an ad in the vein of Andy Warhol's Campbell's soup can. It's beautiful as art, and as a statement, but it really chalks up to pure shock value. And in that sense, it's taking advantage of the gay/socially conscious audience in an attempt to sell--get this--"Lucky Underwear."
So is it a good ad or not? No straight guy will ever buy from them again, and any conservatives that would consider buying Lucky Underwear certainly won't now.
Bjorn Borg Advert= Gay content (alienate 0.5 x audience) + Religious content (alienate 0.25 x whoever's left) x possible gay exploitation= a bad ad.
BUT...Here I am talking about it.