Campaign India Team
Feb 17, 2014

MMGB: 'The Games have always been a little gay'

Watch the ad film conceptualised by Rethink here

Begin your working week by watching this ad released by the Canadian Institute for Diversity and Inclusion's for the Winter Olympic Games launched in Sochi.

The suggestive ad, created by Rethink, features two figures in Lycra rocking backwards and forwards in close proximity, preparing for the luge event.

Brands have come under fire from consumers and gay rights campaigners for continuing their support for the Games despite the discrimination of gay people in the country, such as a new law banning gay "propaganda" towards children.

The ad features the song 'Don't You Want Me' by The Human League and ends with the line, "The Games have always been a little gay. Let's keep them that way."

Campaign India