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In a first, Chevrolet features gay families in its ad during the Opening Ceremony of the 2014 Winter Olympics.
Coming just a week after Coke made waves when it aired the first Super Bowl ad to showcase a set of same-sex parents, the car-maker's new campaign is called "The New Us" and portrays a series of wide-ranging families.
"And while what it means to be a family hasn't changed," intones the Chevrolet narration over clips that include nuclear families, mixed race couples, adoptive parents, gay and lesbian parents, combinations of the above, and others, "what a family looks like, has. This is the new us."
The games have been criticized for taking place in Russia, which has made "gay propaganda" illegal. Earlier this week the deputy prime minister of Russia warned gay Olympic athletes not to touch children.
Chevrolet's new ad was welcomed by the gay community.
"Chevrolet has nailed it with ads that truly reflect the fabric of our nation, which today includes gay and lesbian families," said GLAAD President and CEO Sarah Kate Ellis. "Recent LGBT-inclusive ads like these not only raise the bar for the advertising industry, but also reflect the growing support and acceptance of LGBT people."