Destination: anche la Sicilia

Well, it’s Europe. Where they have, of course, a far more liberal attitude towards sex in advertising. More specifically, sexual innuendo, often featuring naked or nearly-naked women, sells perhaps more there than here. 

This ad, propped precariously outside our apartment building (where the disco beat reigns until 4 AM, when the bongo drums take its place until about 8, when the guys with the blowers come out to clean the beach), is a fine example:
Blo Mor, I would say, speaks for itself as a brand name. I have to assume that the company that selected it knew exactly what it meant and in fact chose it for its meaning. The question posed, “riesci a reggerlo,” translates as “can you stand it?” Misogyny and a mark that’s vulgar in English? Benvenuti!