Feb. 11 - Controversial public service announcement aims to criticise Russian stance on gay rights. Julie Noce reports.
▲ Hide Transcript
▶ View Transcript
This year's Winter Olympics in Sochi Russia have drawn criticism from gay rights activists who are opposed to the country's law banning the promotion of gay propaganda among minors.
But an equal rights organization in Canada has taken it to the next level with a controversial public service announcement.
The ad, put out by the Canadian Institute of Diversity and Inclusion shows two athletes on a luge track performing the customary luge starting movement.
They rock back and forth in a suggestive fashion - after which a message appears- 'the games have always been a little gay.'
Christian Niccum (nick-um), a member of the U.S. doubles luge team wasn't overly impressed.
(SOUNDBITE) (English) U.S. LUGER CHRISTIAN NICCUM SAYING:
"I see it, two guys in tight suits lying on top of each other. It's like 'Woah, what are those guys doing?' But it is funny, when I started the sport, when I was 12 years old, 13 years old, getting into the sport I saw doubles and I said 'I really want to do that, it looks like a lot of fun'. And there was never a thought in my mind like 'There's two guys really close on a sled'. It just looked like fun."
The organization behind the spot says its meant to draw attention to Russia's unacceptable discrimination laws.
(SOUNDBITE) (English)MICHAEL BACH, CEO, CANADIAN INSTITUTE OF DIVERSITY AND INCLUSION SAYING
"The point of the video is not to suggest that luging is a gay sport. That it is anymore heterosexual or homosexual than any other sport. We chose it because it did allow for some innuendo and that it wasn't going to reinforce stereotypes about male figure skaters and women hockey players."
Competition in the men's doubles luge starts on Wednesday.