ABSTRACT
This chapter focuses on the unexpected representation of leisure in a controversial Israeli campaign for a local furniture company which starred naked male models. This campaign reflects the growing popularity of (semi)naked male bodies in mainstream global advertising and the growing eroticization of male physique in contemporary Israeli popular culture. This chapter investigates the provocative campaign’s universal, global, and cosmopolitan perception of men in domestic leisure and questions traditional assumptions about masculinity, male sexuality, labor, and leisure, and the politics of sexual taboos. Padva and Barak-Brandes particularly consider this campaign’s connotation of leisure and nudity, recreation and domesticity, hedonistic habitus and luxurious lifestyle.
