Read our new manifesto

Now available on-demand

Get inspired. Find solutions. Harness the power of digital marketing.

Featuring Speakers from

Agencies 4 Growth Festival Logo
Agencies 4 Growth Festival Logo
Agencies 4 Growth Festival Logo

Canadian Winter Olympics Sochi ad enlists thrusting lugers to poke fun at Russian prejudices

The furore over Russian attitudes to homosexuals has found release in the form of an amusing video sketch dreamed up by The Canadian Institute of Diversity and Inclusion, which aims to show just how gay the Winter Olympics can be.

Focussing specifically on the luge event it depicts two men getting up close and personal as they thrust and entwine their bodies in anticipation of their climactic race.

Humour is increasingly being used as a tool to change attitudes with McDonald’s getting in on the act with a CheerstoSochi.com parody website and

/news/2014/02/06/good-luck-gays-gay-mountain-channel-4-flies-rainbow-flag-pride-wish-all-sochi">Channel 4 flying a rainbow flag to mark the start of the Games.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis