Dive Brief: 

• Swedish fashion house Björn Borg is sending a message of equality to Russia, where homosexuality is criminal, through an ad placed in the Moscow Times. 
• The ad features a stack of colored underwear mimicking a rainbow below the brand's catchphrase, "Björn Borg says da!" ("Björn Borg says yes!" in English.)
• Björn Borg has long been an advocate of equal rights and comfortable pushing boundaries, as evidenced by a 2008 commercial with two male priests being married by a female priest.

Dive Insight: 

The ad itself seems so mild and simple that it's a bit weird to consider what a strong reaction it may receive in Russia. Brands like Björn Borg help shake things up, and the move will likely garner attention and build even more support from the LGBT community.