Sochi 2014: Olympic Advertisers Speaking Out For Gay Rights
Read Time:3 Minute, 27 Second
One of the biggest storylines from the 2014 Winter Olympic Games in Sochi, Russia is the way many countries, individuals, and even advertisers are speaking out for gay rights. The issue rose to the surface in the months leading up to the games as international concern grew over Russia’s treatment of gay and lesbian citizens and activists. While pressure from diplomats, politicians, the media, and even athletes themselves have an impact, advertisers bring particular heft thanks to their financial power.
A Bit of History and Context
Non-governmental agencies such as Human Rights Watch and other groups have been critical of Russia under Vladimir Putin for violating the basic rights of political dissidents, as well as gay and lesbian citizens. The lead up to the Olympics and the start of the games shone a bright, international spotlight on these concerns, prompting a number of countries to send delegations consisting of well-known gay and lesbian athletes and public figures. In fact, the group Human Rights Campaign put out the call to companies that sponsor the International Olympic Committee to take strong action in expressing their support for equal treatment of members of the lesbian, gay, bisexual, and transgender (LGBT) community.
On the Air
Chevrolet paid for two television spots to air during the opening ceremonies of the Winter Games that signaled the American carmaker’s support for gay rights. One television advertisement centered on a gay couple with two children. Chevy called this ad “The New Us.” The second spot featured a montage of images and included a scene from a same-sex wedding.
Coca-Cola paid to have an extended version of its “America the Beautiful” ad run during the opening ceremonies. The shorter original spot aired for the first time during the Super Bowl. At that time, the ad generated controversy for two reasons: It had people singing the song in different languages and it included footage of a gay couple with a child. With its placement during the opening ceremonies of the Olympics, the ad positions Coke as a sponsor that supports gay rights.
Corporate Statements
Rather than infusing their message into paid advertising, some companies took the corporate public relations route and issued statements condemning Russia for its anti-gay policies. McDonald’s, a top-tier sponsor of the International Olympic Committee (IOC), said in a statement that it supports human rights and a belief that the games “should be open to all, free of discrimination, that applies to spectators, officials, media, and athletes.”
Greek yogurt purveyor Chobani sponsors the U.S. Olympic team, and released a brief statement in showing its opposition to Russia’s law. The company’s CEO, Hamdi Ulukaya said in an interview with the Associated Press, “It’s disappointing that in 2014 this is still an issue.” He also said in press interviews that the company rejects any measure that discriminates against a group of people.
In addition, the yogurt company released an image via Twitter shortly after making public its statement. The photo shows a stack of its yogurt cups forming a rainbow of colors, a symbol that’s synonymous with gay rights. The phrase “Naturally Powering Everyone” accompanied the image.
DeVry University is an official educational institute for athletes in the games. The university and its parent organization issued a short statement in which it denounced Russia’s anti-LGBT policies and declared support for LGBT equality.
LGBT Support from Other Companies
When people accessed Google on their T-Mobile smartphones, tablets, or laptops in early February, they saw a new Google doodle. The popular search engine had converted its logo into the colors of the rainbow with graphics of athletes participating in Olympic events. Though the company did not go beyond changing its well-known logo, the doodle conveys a clear message that connects the Olympics and the need for LGBT equality.
As more companies join the chorus of opposition to Russia’s treatment of those in the LGBT community, pressure mounts for more top-tier sponsors of the IOC to speak up in explicit ways in opposition to the host country’s anti-gay laws.
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I still haven’t heard whether the gays obeyed Putin’s order and left the kids alone. That was a mighty generous offer I reckon, allowing gays to watch the games if they keep away from the children. I sure hope they did! Of course the parents should also help to keep the gays away from their children but sometimes you can’t tell till it is too god damned late.
Good question Steve. I haven’t heard either whether the gays obeyed the orders of the Great and Powerful Putin.
I really hope your last sentence is some snark, because how in the hell do you tell a gay person from anyone else early, late or just in time. From all I understand, the ability to do that supposedly rests only with GoOpers in their fevered imaginations. It’s not as if the LGBT community have halos around the head, spinning with whistles announcing they are gay as they walk along outside .
That’s Scott Lively anti gay bigoted prick did this and he is proud of it. SMUG the gay rights group from Uganda, are the ones suing his ass in federal court here right now for crimes against humanity because of this law. If you can believe it, this new law is a compromise because at first they wanted to kill the gays. This morning there were papers over their naming names of gay people and you know NOTHING could possibly go wrong with that.
Giving lip service is all well and good, they should have done something beforehand protest wise. We’ve got Scott Lively(R-hater) all proud of himself because this happened in Russia, we’ve got the president of Uganda and Scott Lively again, being proud he helped get a law for the prez there to sign that jails members of the LGBT community for being themselves. Pretty damn soon they will figure out they are way on the wrong side of history and that time is not coming soon enough for this leans straight but not narrow CA girl.
We’ve also got our own very special Jesus Jumpers visiting Uganda helping them hate. Bastards.
And when the Olympic spotlight is gone Putin will once again be Putin, and Russia will again be Russia.