Pierce Mattie Public Relations New York & Los Angeles

Switzerland’s tourism board unveiled a new television ad campaign to attract visitors this summer — more specifically, females. As the World Cup is underway in Germany and the focus of European men will steer more toward the games, Switzerland is sacrificing its native hunks for the pleasure and enjoyment of lonely, neglected women. Well, at the very least it’s designed to attract a crowd.

According to the BBC, the ad goes a little something like this: “A swarthy mountaineer gives a steamy look, while Mr. Switzerland 2005 gently milks a cow's udders and a voice asks: ‘Ladies, why don't you spend this summer in Switzerland, where men focus less on football and more on you?’”

Spokespeople for Switzerland Tourism say the ad is not designed to encourage women to entertain men outside of their current relationships, despite the soft porn appearance of the men in the ads.