Controversial Ads Dominate the Olympics

The 2014 Winter Olympics are ostensibly a sporting event, but from the marketing that surrounds it, you might not know it. Two of the biggest ads to come from the event are reactions to Russia’s anti-gay legislation. They’re both a little risque, so be aware.

The first is for sports retailer XXL, and goes more than a little over the top. It’s cheesy fun, and veers deeper into fantasy than equality, but it’s certainly drawn a few eyes. Take a look at what agency Schjærven Reklamebyrå put together:

But the big winner of Olympic views is from the Canadian Institute of Diversity and Inclusion. The ad, by agency Rethink, has drawn several million views and coverage on TV and online.

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