In recognition of the opening of the Sochi Winter Olympic Games, and of the controversy surrounding gay rights in Russia, Channel 4 will be rainbow branded in the colours of the gay pride flag tomorrow across all of its channels. It has also released an anthemic promo to wish good luck to all the athletes competing in Sochi, titled Gay Mountain.
Rainbow version of Channel 4 logo
The promo is produced by 4Creative and stars ‘bearlesque’ cabaret act Fred Bear. The 90-second film will play out at 7pm on Friday across all of C4’s channels, including E4, More4 and 4Seven, and will also air just before 9pm and 10.30pm on Channel 4.
ECDs: John Allison, Chris Bovill
Creative director: Alice Tonge
Creatives: Emily Churches, Stevie Rowing-Parker
Production company: 4Creative
Director: Alice Tonge