U.K. broadcaster Channel 4 rebranded itself today in a showing of support for the LGBT community ahead of the Sochi Olympics. The broadcaster, which earlier this week aired graphic documentary “Hunted” that detailed attacks by Russian gangs on LGBT residents in the country, debuted a rainbow-colored logo and an incredible 90-second ad titled “Gay Mountain.”
Featuring a singing bear, skimpy dancers, same-sex makeouts and a whole lotta fabulous, it aired pre-watershed in the U.K. and between programs at peak viewing times. Channel 4′s chief marketing officer Dan Brooke stated, “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.”
Watch the incredible video below.
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