You need to admire a company that tries to bring down warmongering governments with ratty old underwear. Björn Borg, the Swedish apparel retailer founded by the famous tennis player namesake has launched three campaigns that tackle social issues head on. One campaign sends old ‘un-sexy’ underwear to war-promoting politicians like George Bush and Kim Jong-Il. Another gives a glimpse of the future to a time when (male) Catholic priests can get married to each other.

Not since Benetton has a brand been so bold with the taboos of the Catholic Church. Unfortunately for Benetton, their creative direction led them down an ever-increasing sensationalistic critique of various institutions, governments and deeply held ideas. In the end, the Benetton family had to turn their back on the creative director who had produced the ads responsible for the brand’s meteoric rise.

Of course, humour is one of the most powerful devices we have for diffusing serious subjects and tackling them from a slightly adjacent trajectory. Björn Borg can probably stay relevant and continue to tackle important social issues if they are able to keep their sense of humour. Benetton were not able to resist the temptation of becoming ever more sensationalist and increasingly serious. Björn Borg has the opportunity to avoid this slippery slope and remain relevant to customers while taking up the differentiating role of humanitarian leadership.