The Toronto-based Canadian Institute for Diversity and Inclusion has used the power of laughter to get an important message go viral.
The equality rights organization has targeted Russia’s anti-gay legislation with a cheeky 30-sec ad that shows two male luge athletes in skin-tight lycra pelvic ‘thrusting’ back and forth as they ready to launch their sled into a luge track.
The YouTube video is titled as “The Two Man Luge In All Its Glory” and it follows with captions that read: “The Games have always been a little gay. Let’s fight to keep them that way.” It is set to the music of the 1980s classic “Don’t You Want Me” by British band The Human League.
You can say this is the message Canada, the host country of the previous Winter Games, is sending to Russia on the eve of Sochi 2014. The video was first published on Tuesday evening and has already clocked nearly 900,000 hits from around the world.
What has been seen can’t be unseen – we will never look at luge the same way again. Who knew luge was such a homoerotic sport?
Image: CIDI screencap