The French have an *interesting* way of advertising the next Rugby World Cup

Check out the billboard. And the ad clip is here.

While I'm totally across the imagery (it cracks me up how rugby union players insist on their straight cred), I'm just wondering who the target market actually is? Gay men into butch rugby players? Straight women who get off on guys kissing? (and there should really be a term for that)

I can't help thinking the average rugby aficionado isn't going to be too impressed. Bad me! Stereotyping!