Directory Assistance, Belgium
Above, we see some people waiting for a bus in Brussels, Belgium in 2008. Behind them is a huge poster advertising telephone directory assistance. It says (in French) "Another fan of 13 13". That's the number to call in Belgium for directory assistance in French.
Of course, the ad grabs your attention with a guy who has 13 13 painted on his butt showing himself to a crowd of people in the background.
Another version of the ad, above, says "Another fan of 12 12" in Dutch. That's the number to call for directory assistance in Dutch, because both French and Dutch are spoken in Belgium. And if you call 14 14, you get directory assistance in English. They cover all the bases in Belgium.
Now he has 12 12 painted on his butt. What gives?
It turns out he had nothing painted on his butt. The guy was a streaker who ran onto the field at the Wimbledon tennis tournament in London, England on July 4, 2006, above. European Directory Assistance, a Belgian company, used a photo of him with the crowd in the background, added their phone numbers on his butt, and used it in their ads.
He didn't just stand there at Wimbledon. He ran around and did a cartwheel for the crowd. The crowd was delighted.
And here's a frontal view of him. His name is Sander Lantinga, and he was a 29-year-old Dutch disc jockey who did the streak as a challenge for the Dutch TV program Try Before You Die.
Then Wimbledon security came onto the field, took him away, and had him arrested. The police released him after cautioning him about causing a minor public disorder.
Here's how it was shown on BNN, the Dutch TV network that runs the show Try Before You Die. Unfortunately, they censored his nudity, but luckily for us, other photographers had captured the scene.
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