Canada takes a light-hearted chance at fighting against the homophobia issue in Russia.
With “Don’t You Want Me” by Human League playing in the background, an ad created by the Canadian Institute of Diversity and Inclusion raises awareness of Russia’s institutionalized homophobia. The campaign uses phallic symbols and pro-gay imagery to show its support for all of the athletes currently competing in the 2014 Sochi Winter Olympic Games in the country in question.
This ad comes at a time when tempers are high, and highlighted due to the high-profile Olympics event, amidst the anti-gay legislations throughout Russia and the treatment of the country’s LGBT communities. However this ad stands up to all that in an almost laughable manner, further encouraging the people of Russia to understand and see that there really is no problem with homosexuality and that put frankly, “the games have always been a little gay,” referring to their origins in Ancient Greece.
Watch the ad below: