Channel 4 have launched a campaign in support of the gay community during the Sochi Winter Olympic Games.

The broadcaster will begin showing a new rainbow-coloured logo tomorrow (February 7), to mark the beginning of the games. The sign that stands outside their headquarters in London has also been painted with rainbow colours.

The channel will also air a new advert – to be shown at 7pm, 9pm and 10:30pm tomorrow (Feb 7) – which will be broadcast across Channel 4′s range of networks. Watch it below.



The video features cabaret act Fred Bear performing to a song called Gay Mountain, and is described as “tongue-in-cheek” by the broadcaster.

Channel 4′s chief marketing and communications officer Dan Brooke said: “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.”

The Sochi Olympics begin tomorrow (February 7) and run until February 23. US President Barack Obama is aiming to showcase “diversity” at the games by sending an Olympic delegation including several openly gay sports stars – though Billie Jean King, who had been playing to join the delegation, will now.

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Originally posted by Embustera

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Originally posted by Embustera

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Originally posted by PopBoi

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Originally posted by Embustera

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