An advert from Canada has claimed that the Olympics "have always been a little bit gay," and calls on people to "fight to keep them that way."
It shows two lugers thrusting just as they are about to launch down the course.
The Canadian Institute of Diversity and Inclusion came up with the ad, which has quickly gone viral on the eve of the 2014 Winter Olympics in Sochi.
Sochi has come under fire in the run-up to the event after a law was passed last year banning the promotion of "non-traditional sexual relations" to minors, as the Huffington Post amongst others reported.
Caleb Goodman, partner and managing director of Rethink, the agency who came up with the ad, was quoted in the Toronto Star saying: "It’s a message about equality first and foremost. The backdrop happens to be the Olympics."
The issue seems sure to hover over the Olympics, which formally begin on Friday.