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. Its heart is generally in the right place, even if it plays out like a male fantasy. (And no, they probably wouldn't do the same ad with two men at the end.)
The ad premiered during Norway's broadcast of the Opening Ceremony last week.
Agency: Schjærven Reklamebyrå
Account Director: Ole Marius Simonsen
Creatives: Jon Erik Skiælder, John Draleke
Agency Producer: Gard Andreassen
Production Company: Camp David, Stockholm
Producer: Kalle Wessblad
Directors: Bjørn Stein, Måns Mårlind
Location: Lleida Airport, Spain
Filming: Dec. 15-18, 2013
Line Producer: Dominic Bolus, Widescope Productions
Postproduction: The Chimney Pot, Stockholm
Music: Tommy Tysper