Olympics Have Always Been Gay, Canadian Commercial Shows [Video]
By Sounak Mukhopadhyay | February 6, 2014 7:24 PM EST
The Canadian Institute of Diversity and Inclusion thinks that the Olympics have always been a little bit gay and that is how they promoted it in their new commercial which is sure to fan the fire of anti-gay controversies in Sochi.
The institute, along with Toronto creative agency - Rethink, created a 30-second bomb which is sure to explode pretty hard. The latest ad which is released only days before the commencement of the Winter Olympics in Sochi shows a 'couple' of male athletes who seem to be practising their 'skills' together. The ad shows the couple of men thrust back and forth while they prepare themselves for taking off luge sledding.
The commercial uses "Don't You Want Me"- the popular tune in 1980s - as its background score. The commercial ends with a "message": "The games have always been a little gay. Let's fight to keep them that way." According to Rethink's Managing Director and Partner Caleb Goodman, the video promoted a message on equality. The Star reported that he called the message as the most important part of the commercial which incidentally comes with the backdrop of the 2014 Winter Olympics.
While Rethink brainstormed with the CIDI in November about the video, the homophobic legislature passed in Russia was there in their mind. Even though homosexuality is not illegal in Russia any more, the law that created controversy was about preventing the promotion of such implications to minors. Minors were, by law, instructed not to get exposed to "non-traditional sexual relations."
Only days before the games inauguration on Friday, Feb 7, Human Rights Watch articulated its concerns that the number of homophobic violence which included shaming, attacking and luring was increasing. The agency apparently wanted to exploit the opportunity to convey a message they though was important to them.
The commercial is only posted online due to restricted funds but nobody seems to be complaining much about it. The YouTube video posted by Brilliant Ads has already been viewed by over 250,000 people.
To contact the editor, e-mail:
Most Popular Slideshows
- Real Life ‘Frozen’: Snow Overwhelms The US, Kills 7; More To Come (Pictures)
- Angelina Jolie, Brad Pitt in Sydney for ‘Unbroken’ Red Carpet Premiere [PHOTOS]
- ‘The Walking Dead’ Season 5, Episode 8 Spoilers: Daryl Dixon Is Set To Burn The Place Down in ‘Coda’
- G20 Summit Awkward Moments: Putin Yawns, Mystery Bubbles Appear, F18 Drama Ensues
Join the Conversation
- Boxing News: Pacquiao And Mayweather Might Meet 'In The First Six Months Of Next Year' - Bob Arum
- Boxing News 2014: Pacquiao Considers Ditching Jessica Sanchez To Sing Philippine National Anthem In Favour Of Born-Again Pastors; Stallone & Schwarzenegger to Watch Bout
- Michael Phelps' Lover Reveals She Was Born Intersex In Lengthy Facebook Post
- 2014 Davis Cup Final: Switzerland Vs. France - Roger Federer Vs. Gael Monfils Live Streaming Info and Preview
- Michael Schumacher Update: Rep Responds To Streiff’s Comments—‘He’s Neither A Friend Nor Has He Ever Visited Him’
- Walmart Early Price Matching Special Event On Nov. 21, 2014 Matches Its Competitors' Black Friday 2014 Prices And Includes Exclusive Deals For Samsung LED HDTVs And iPad Air 2 [WATCH VIDEO]
- US Plane Flying Over Russian Skies Spotted; Vladimir Putin Ready For 'Practical Cooperation' With US
- Alleged 'Microsoft Lumia 1030' Front Panel Leaked With Capacitive Buttons; 'Xbox One' Owners To Get Free Goodies On Anniversary
- Nexus 6 Release Date And Price Under AT&T, T-Mobile And Sprint Listed
- Walmart Pre-Black Friday 2014 Sale On Nov. 21, 2014 Includes Discounts On The 'NBA 2K15' For PS4 And The 'Skylanders Trap Team’ Starter Kit [WATCH VIDEO]
- Black Friday 2014 Sale: Top Deals On Game Consoles Xbox One, PS4, Nintendo Wii U And More
- Cold War 2: Russia, China And North Korea’s Blacklisted Company Fortify Alliance -- Reports