Norway's Pro-Gay Olympic Ad Is Cheesy and Absurd, but Also Kind of Incredible

XXL goes to 11

Come learn from the good, bad and ugly examples of what works, what doesn’t, and what you need to know now about the new era of social media at Social Media Week, April 9-11 in NYC. Register now to save 20% on your pass.

Thanks to the country's anti-gay laws, the 2014 Winter Olympics in Russia have turned into a de facto platform for LGBT marketing. Earlier, we had the Canadian ad that said the two-man luge is "a little gay." Now, we have this crazy spot from Norwegian sports apparel retailer XXL.

It's an over-the-top, absurd blockbuster of an ad, with overly slick visuals, overly cheesy music and a "twist" ending you could spot from Moscow. And yet … somehow you have to love it.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in