Creativity

'Gay Mountain': Channel 4 Celebrates Homosexual Olympians with Dancing 'Bear'

U.K. Broadcaster Uses a Portly, Hairy Shirtless Man to Fly the Rainbow Flag

Published on Feb 07, 2014

Editor's Pick

Fred Bear and Bearlesque, the U.K.'s premier boylesque troupe, get weird for broadcaster Channel 4, with "Gay Mountain," a song-and-dance sequence, complete with a light-bulb rainbow. The campy performance celebrates the gays who will be skiing and luging in Sochi during this year's Winter Olympics.

Created out of the broadcaster's in-house agency 4Creative, the film is just the latest in advertisers' and agencies' creative efforts to protest against Russian anti-gay laws. Just today, Google posted a rainbow-colored logo above anti-discrimination lines from the Olympics Charter. For Christmas last year, agency Mother in the U.K. sent a set of Russian nesting dolls modeled after famous Gay British icons to the Kremlin and the Russian Embassy in London.

Rate this Ad

You must be registered to rate this ad.
Please Login or Register Now

About

Credits

Date
Feb 07, 2014
Agency:
4Creative
Client:
Channel 4
Executive Creative Director:
John Allison
Executive Creative Director:
Chris Bovill
Creative Director:
Alice Tonge
Creative:
Emily Churches
Creative:
Stevie Rowing-Parker
Production Company:
4Creative
Director:
Alice Tonge
VFX:
MPC
Grade:
George K

The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.