The commercial is created by Norwegian ad-agency Schjærven Reklamebyrå.
According to Kampanje.com the chain wanted show impressing skills in different sports, and since Russian got the anti-gay laws they wanted to be a bit political, so they added a twist in the end.
So in addition to entertain, we also wanted to make a political kick to Russia and Putin’s conservative and old-fashioned attitudes. That they also organizer of the Olympic Games, where equality and equality is strong, so makes it also more appropriate for us. Sport is for everyone and XXL is for anyone who loves their sport, says purchasing and marketing director XXL, Tom Erik Kjønø.
The ad was first aired in Norway, during the opening ceremony of the Olympic Games in Sochi and will be aired several times during the Olympics in Norway.