The Olympics have always been a little bit gay.

At least, that’s the idea behind a new ad released just days prior to the 2014 Winter Games in Sochi.

The ad shows two male figures thrusting back and forth as they prepare to take off luge sledding. The 30-second spot was a last minute collaboration between the Canadian Institute of Diversity and Inclusion and Rethink creative agency in Toronto.

Backed with the popular 1980s tune “Don’t You Want Me” by The Human League, it ends with the words: “The games have always been a little gay. Let’s fight to keep them that way.”

“It’s a message about equality first and foremost,” said Caleb Goodman, partner and managing director at Rethink. “The backdrop happens to be the Olympics.”

The CIDI and Rethink started brainstorming ad ideas back in November, he said, as response to the attention being paid to rampant homophobia in Russia.

While homosexuality is no longer illegal in the Olympic host country, it passed a law last year barring the promotion of “non-traditional sexual relations” to minors.

And with just days left before the games open Friday, Human Rights Watch expressed concerns homophobic violence, including luring, attacking and shaming, is escalating.

“We … saw this as a real opportunity,” Goodman said. “It’s something that was important to us and on our minds.”

The ad, which is online only due to limited funds, is “certainly a different take,” he said, “while still being really supportive of all athletes participating.”