With the official opening of the the Sochi Winter Olympics imminent, discussion around Russia’s controversial laws against gay “propaganda” is still a hot topic. The Canadian Institute of Diversity, is addressing the issue with a new PSA.
Set to the synth sounds of Human League’s new wave classic ‘Don’t You Want Me’, the ad shows a two-man luge team preparing for run by… ahem, thrusting to build-up momentum.
The ad copy reads “The Games have always been a little gay. Let’s fight to keep them that way”.
The ad was created by Rethink, and will be seeded through PR and social channels.