Sochi 2014 Luge: Olympics commercial says the Games have always been 'a little bit gay'

Winter Olympics video pokes fun at Russia's gay propaganda laws

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The Independent Online

The Olympics have always been a little bit gay - so let's keep it that way, is the call of an online advert released just before the Sochi 2014 Winter Olympics kicked off.

The advert, produced as part of a collaboration between the Canadian Institute of Diversity and Inclusion (CIDI) and Toronto based Re-think, shows two male sledgers thrusting in time to 1980s anthem “Don’t You Want Me” by The Human League as they prepare to begin luge sledging.

The online-only ad ridicules Russian President Vladimir Putin's so-called anti-gay laws by closing with the message: "The games have always been a little gay. Let’s fight to keep them that way".

Michael Bach, Founder and CEO of the CIDI said: “The discrimination in Russia is unacceptable. As an organization, we want to show our support, especially for the athletes competing at the Olympics in Sochi.”

Caleb Goodman, partner and managing director at Rethink explained the 30-second video was created as "a message about equality" and "the backdrop happens to be the Olympics.”

It comes shortly after Human Rights Watch expressed concerns over a "deteriorating situation of widespread and concerted abuse against lesbian, gay, bisexual, and transgender (LGBT) people and activists."

“We … saw this as a real opportunity,” Mr Goodman told The Toronto Star. “It’s something that was important to us and on our minds."

The first events in the Winter Olympics began this morning with a snowboarding slopestyle event.