It’s a Monday evening and I have just had my double dose of Corrie (guilty pleasure), switching the channel over to watch Benefit Street, (don’t judge me, this is only on a Monday I swear) and one of the best adverts I have ever seen pops up on the box. Channel 4’s ‘Gay Mountain’. This tongue-in-cheek promo features a ‘bear’ cabaret act singing a song titled ‘Gay Mountain’ in honour of all the athletes competing out in Sochi. There was a stunned silence in the room when the advert ended for the first time in my household – mainly because we were proud that C4 has decided to speak out int he best way that they could.
The ad opens with a stern Soviet man in full chorus, dressed in serious Russian drab. Then, stripping himself down, revealing nothing but a pair of skimpy shorts, (this was when I put my mini eggs down and gave it my full attention) he then throws himself into the jovial song, with lines such as ‘Be fabulous, be free; we honour our Queens; and follow the rainbow which leads to the east’.
Russia’s anti-gay controversies have been outraging many corners of the world over recent weeks, particularly after last week when Channel 4 aired ‘hunted’, a ruthlessly enraging documentary showing youth gangs proudly capturing and attacking young LGBT people.
Some people have criticized the advert claiming Channel 4 has had to rely on the ‘gay stereotype’ in order to get it’s point across, however most poeple seem impressed with the satirical approach to point a disapproving finger at the country’s law.
Personally, I can’t wait for the ringtone to come out…