The run-up to the Winter Olympics has been anything but smooth sailing for Russia, whose anti-gay propaganda laws have left many in the West calling for change. Brands are now getting publicly critical, most notably the always controversial guys at BrewDog, who have launched a new beer supported by a tongue-in-cheek #NotForGays campaign.
The run-up to the Winter Olympics has been anything but smooth sailing for Russia, whose anti-gay propaganda laws have left many in the West calling for change. Brands are now getting publicly critical, most notably the always controversial guys at BrewDog, who have launched a new beer supported by a tongue-in-cheek #NotForGays campaign.
In a blog about the launch of its new ‘Hello, my name is Vladimir’, the brand explains: “I am a beer for uber hetero men who ride horses while topless and carrying knives. I am a beer to mark the 2014 Winter Olympics. But I am not for gays. Love wrestling burly men on the Judo mat or fishing in your Speedos? Then this is the beer for you!!”
Refusing to be outdone by others, Channel 4 has also launched a hilarious video poking fun at the hated laws with an accompanying ‘Good luck Gays, on Gay Mountain’ message for Sochi 2014:
“This is a typically Channel 4 way of celebrating the start of the Winter Games and showing our support to all of the athletes out in Sochi – gay or straight,” explained Channel 4 chief marketing and communications officer, Dan Brooke.
However, though both campaigns may be putting a funny spin on a very serious issue, both are quick to argue the underlying reasons for their campaign,with Channel 4 posting a link to their haunting documentary ‘Hunted’, which focuses on the actions of anti-gay group, Occupy Paedophilia, under their ‘Gay Mountain’ video.
BrewDog also went on to explain on their blog: “The sick, twisted legislation brought about in Russia that prevents people from living their true lives is something we didn’t want to just sit back and not have an opinion on.
Our core beliefs are freedom of expression, freedom of speech and a dogged (no pun intended) passion for doing what we love. Thus, we are donating 50% of the profits from this beer to charitable organisations that support like minded individuals wishing to express themselves freely without prejudice.”
Comapanis such as Google and the Guardian have also made a public display of their support for gay rights, including the rainbow colours traditionally associated with LGBT rights in their logos.
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