Queer Nation NY’s Satirical Ad Campaign #CheersToSochi Takes Aim at Putin and Corporate Sponsors of the Sochi Olympics
—
This week, Olympic Sponsor, McDonald’s, launched a new social media ad campaign called “Cheers to Sochi.” By using the #CheersToSochi hashtag or their website, McDonald’s customers can connect with their favorite Olympic athletes and send them personalized messages and good luck wishes.
Gay rights group, Queer Nation NY, had a slightly different idea. With the world’s eyes trained on Russia, the persecution of Russian LGBT people under the Putin regime has increasingly become a front-and-center issue. Human rights groups have called for sponsors and the International Olympic Committee to apply more pressure on Russia over its attitude towards the gay community.
Queer Nation NY has co-opted the #CheersToSochi hashtag, and has begun using it to call out the corporate sponsors of the Olympics, including Coca Cola, McDonalds, and others. A series of biting satirical ads using the #CheersToSochi hashtag may be found on the Queer Nation NY Facebook Page. The most powerful of them all may be the above video, which overlays Coke’s iconic song of tolerance and love, “I’d Like To Teach The World To Sing,” with images of gay Russians being dragged away by police forces.
♦♦♦
#CheersToSochi. #LGBT people of #Russia–NOT Lovin’ It. pic.twitter.com/NBxENqUyKe
Don’t like ads? Become a supporter and enjoy The Good Men Project ad free
— Queer Nation NY (@QueerNationNY) January 22, 2014
♦♦♦
McDonalds official statement is that “McDonald’s supports human rights, the spirit of the Olympics and all the athletes who’ve worked so hard to compete in the Games. We believe the Olympic Games should be open to all, free of discrimination, and that applies to spectators, officials, media and athletes.”