Channel 4: Gay Mountain

Channel 4 gets a colourful makeover today to mark the start of the Sochi Games and will air this message at 7pm. Created through 4Creative, the promo will launch a major new television promotional trail to wish good luck to all athletes competing at the Games – gay or straight – with the message “good luck to everyone out in Sochi”.

The 90-second tongue-in-cheek piece, directed by Alice Tonge, features a ‘bear’ cabaret act singing a celebratory Gay Mountain song in honour of all the athletes competing in Russia. It will air as a roadblock across all Channel 4's sister brands including E4, More4 and 4Seven.