After a week of trauma from boxing ring to football pitch we must remember there is value in the extreme things people do
If you haven’t seen the new TV advert for Jacamo clothing I highly recommend doing so. It’s an exhilarating thing. First up we see the Jacamo models: stern, powerful men dressed in comfortable nylon leisurewear. These pictures are cut with a reel of stirring images. Rutting stags. A priapic wind tower. A spurting volcano. A craning lighthouse drenched in surf. Stallion power! Jackets! Massiveness! Rain, wind and fire!
This kind of imagery should not be taken lightly. The Jacamo advert is so exciting that just catching a glimpse of it – perhaps during a break in the Sri Lankan Premier League highlights – can induce an urge to rub yourself down with gravel, paint your face with woad and run out into the street roaring with untamed Zeus-energy, actions that might seem inappropriate under the current lockdown tiers.
Written by Barney Ronay
This news first appeared on https://www.theguardian.com/sport/blog/2020/dec/05/dilemmas-to-face-at-every-turn-from-the-illogical-dangerous-beauty-of-sport under the title “Dilemmas at every turn in the illogical, dangerous beauty of sport | Barney Ronay”. Bolchha Nepal is not responsible or affiliated towards the opinion expressed in this news article.
