Locum wishes everyone in Sweden a happy (yule) holiday season - with a very dirty ad indeed.

Fantastic ad. Really.

Locum have received several hundred phonecalls today but lets us know that most people who spotted the "i love cum" message simply found it funny. One caller claimed to be chocked and very offended.

Locum's CEO Ingemar Ziegler defends the copy with "naturally this was not intended and if you do have a dirty imagination you may read this a little wrong - but it is harmless."

The body copy in the ad goes on about Locum saving trees by printing only one ad as a holiday wellwisher rather than sending out lots of cards. So far , nobody has read it. ;-)