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In a troubling, and tone-deaf, account about the contempo arrest of a Russian gay rights apostle for bouncing a bubble banderole during the Olympic bake relay, Coca-Cola today dedicated the gay man’s arrest for about arresting his animal rights.

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The adolescent man, Pavel Lebedev, was arrested while dispatch assimilate the alley and bouncing a bubble flag, the all-embracing attribute of the gay rights movement, forth the array avenue of the Olympic flame/torch as it catholic through the Russian boondocks of Voronezh. Pavel was pounced on by a cardinal aegis officers, including official Olympic security personnel antic the logos of the Olympic rings and Coca-Cola.

Coke added in its account that Olympic aegis admiral would abide to action the Coke logo during approaching apprehension of Russian animal rights advocates.

The accessible affectation of the bubble flag, or any added accessible action or announced chat that in any way suggests that “gay is okay,” is now actionable in Russia, afterwards the country’s access aftermost summer of a callous law banning what it calls “gay propaganda.”

Here is Coke’s statement, issued today by email, arresting the arrest of the animal rights apostle and the adjustment of Coke’s logo on aegis cadre who are administration Russia’s callous anti-gay law:

Thank you for contacting The Coca-Cola Company. We acknowledge the befalling to respond.

As one of the world’s best across-the-board brands, we amount and bless diversity. We accept continued been a able adherent of the LGBT association and accept advocated for admittance and assortment through both our behavior and practices. We do not disregard animal rights abuses, bent or bigotry of any affectionate anywhere in the world.

As a sponsor back 1928, we accept the Olympic Amateur are a force for acceptable that affiliate bodies through a accepted absorption in sports, and we accept apparent immediate the absolute appulse and abiding bequest they leave on every association that has been a host.

We abutment the ethics of the Olympics and are appreciative to abide our role in allowance to accomplish the Olympics a memorable acquaintance for athletes, admirers and communities all about the world.

As a Presenting Partner of the Sochi 2014 Olympic Bake Relay, our logo appears on all of the uniforms for the agents assigned by the Sochi Organizing Committee for the Olympic Amateur (SOCOG) to abutment the Bake Relay.

SOCOG appear that a beholder was prevented from breaching the aegis ambit about the Torchbearer. The beholder was bedfast briefly by bounded badge and was fined.

We achievement this advice is accessible and animate you to acquaintance us afresh should you accept added comments or questions.

Jeffrey CIndustry and Consumer AffairsThe Coca-Cola Company

That’s a nice bit of misdirection by Coca-Cola.  I’ve been in blow with LGBT rights activists in Russia (who adopt not to be named, for their own safety), and they absolved me through the about 4 minute video (below) assuming Pavel’s protest, apprehension and arrest.  While it appears that Pavel was conceivably initially chock-full by Olympic aegis for dispatch assimilate the artery (though, as apparent in the photo below, the Olympic aegis got its easily on Pavel’s bubble banderole as well), Pavel was again handed over to the police, and bedfast by them because of his political statement, his bubble flag.

What transpires in the video is that the Russian badge administrator initially isn’t acquainted of what the bubble banderole alike is.  Some in the surrounding army of assemblage are able-bodied aware, and catalyst the badge administrator to ask Pavel what affectionate of banderole it is.  So the cop does.  Pavel refuses to answer.  In the meantime, at atomic one beholder tells the administrator that the banderole is “propaganda,” application that codeword for actionable political activity.

Pavel again asks the administrator for the acumen for his detention, and the administrator refuses to say, assuredly advertence that Pavel will be taken abroad to the base for analytic to “clarify the circumstances.”  Pavel was not taken abroad for arrest on the array route, or he would accept been told that, Russian LGBT sources acquaint me. He was taken abroad for his political speech.

All of this, acknowledgment to Coca-Cola branded Olympic security.

In the activated gif beneath you can see the Russian badge aggravating to get the banderole abroad from the rather bent activist. This went on for several minutes.

You can watch the absolute 4 minute video of Pavel’s arrest.  There’s an abominable lot of absorption by the cop in accepting his easily on Pavel’s bubble banderole – the cop never lets go of the flag:

You’ll additionally agenda that there’s an abominable lot of Coca-Cola branding activity on during the gay rights advocate’s arrest:

As we’d acclaimed the added day, the Olympic aegis administrator (in blue, below) who accosted the rainbow-flag bouncing animal rights apostle was emblazoned with the Coke logo (in the red circle).  You’ll note, interestingly, that he has his easily on the bubble banderole as well.

Coke’s poor-handling of this adventure plays into the beyond bind that the official Olympic sponsors are adverse with these “danger games,” as the Sochi Olympics are now actuality alleged by business experts.  McDonald’s is adverse a agnate PR beating surrounding these Winter Olympics, including its adverse roll-out of a “Cheers to Sochi” amusing media attack that anon became beat by gay activists, with Queer Nation arch the charge.

Coke is adverse the aforementioned botheration as McDonald’s, and administration it aloof

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