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 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.

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.