In 13th century England, Lady Godiva rode a horse naked through the city streets to protest oppressive taxes. Now, several hundred years later, Sweden’s Måns Zelmerlöw has followed in her footsteps as part of a promotional campaign for the online chemist MEDS.
The ad — which coincidentally was published on the day of his wedding — sees the Eurovision 2015 winner sing a tongue-in-cheek song about how much he loves the pharmacy brand. Even in his stressful life as a mega-celebrity, the virtual drugstore is always there for him.
The “Heroes” hitmaker parodies the A-list lifestyle over the course of the two and a half minute clip. It includes footage of him writhing in bed, befriending farm animals, and getting caught in a rainstorm. But of course, it’s the naked horseback riding that’s got everyone talking.
Måns Zelmerlöw naked ad for MEDS
In fact, Expressen breathlessly speculates that this could mark the end of Zelmerlöw’s career. Columnist Maria Brander draws comparisons to the four horsemen of the apocalypse and Russian leader Vladimir Putin — a known aficionado of shirtless horse riding.
The tabloid reaction is unlikely to trouble the pop star. He’s donned his birthday suit many times before, including at the QX Gala, on the cover of Britain’s Gay Times and during his hosting gig at Eurovision 2016.
Måns Zelmerlöw naked at QX Gala 2014
In the real world, however, Måns was fully clothed last Thursday as he married his longterm girlfriend Ciara Janson. The pair tied the knot at a lavish ceremony in Croatia. The guest list included a host of Swedish celebs, including Oscar Zia, Sarah Dawn Finer and Carola.
Writing on Insta, he gushed: “So. This happened. I married my absolute soulmate @ciarajzelmerlow on a magical night in front of the best group of friends and family one could ever wish for. We couldn’t be happier and haven’t really woken up yet.”
Måns and Ciara — who enjoyed a night together at the Wiwi Jam in Tel Aviv earlier this summer — have been dating since 2016 and are raising two boys together.
Their youngest, Albert Ossian, was born in May 2018 and is the focus of Måns’ latest single “Grow Up to be You”, which was released in May 2019. Ciara had her other son during a previous relationship, but Måns and his stepson have bonded beautifully.
Ciara, who has taken his name and is now Ciara Zelmerlöw, is known in the UK as an actress.
What do you think of Måns’ ad campaign? Do you approve? Do you want to see more? Let us know in the comments below.
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