Channel 4 is flying the rainbow flag with pride this Friday (7 February) to not only mark the start of the Sochi 2014 Winter Olympic and Paralympic Winter Games but also to wish good luck to all athletes – gay or straight.
The television trail launches with a 90 second spot at 7pm across all of Channel 4’s channels, including E4, More4 and 4Seven, which will also feature rainbow branding during Friday 7 February. The creative will air again before the peak-time junctions of of 9pm and 10:30pm on Channel 4.
The tongue-in-cheek promo features a ‘bear’ cabaret act singing a celebratory ‘Gay Mountain’ song in honour of this year’s athletes.
A short interview with former England rugby player an founder of the StandUp anti-bullying foundation, Ben Cohen, will be aired ahead of the promo’s launch, in it he talks candidly about bullying, homophobia and homophobia in sport.
“This is a typically Channel 4 way of celebrating the start of the Winter Games and showing our support to all of the athletes out in Sochi – gay or straight,” explained Channel 4 chief marketing and communications officer, Dan Brooke.
The television train was created by the 4Creative team and stars ‘bearlesque’ act Fred Bear.