National tourist boards are always doing what they can to attract visitors to their respective countries.
That is, after all, the entire reason they exist.
As Europe gears up for this summer’s World Cup in Germany, tourism officials throughout the EU are greedily
eyeing this planet’s soccer-loving males and the prices they will pay to participate in World Cup
festivities. But what about the women? What about the Soccer Widows who really couldn’t give a damn
about penalty kicks and scoring goals?
Well, tourist officials in Zurich have an answer for them; come to Switzerland! Switzerland Tourism has launched a European advertising campaign aimed toward
wooing women to their country during the World Cup celebrations with nary a soccer ball in sight.
The campaign stars a bevy of viral male
beefcakes—farmers, lumberjacks, mountain climbers—who urge the women of Europe to “escape this
summer’s World Cup to a country where men spend less time on soccer, and more time on you." It’s
reverse sexism at its greatest and I think it will work; there’s going to be a lot of very happy Swiss men
yelling Goal! before the summer ends.