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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.