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".
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.
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