The 2014 Gay Games kick off today in Cleveland, Ohio. And the ads for the event are pretty gay.


According to Brokaw, the ad agency charged with creating the ad, there was only one question on their minds: “How do you get millions of dollars of free unpaid media and international buzz for the 2014 International Gay Games with zero traditional media dollars?”


The answer? Turn a controversial and derogatory remark into the basis for a positive and inspiring campaign.


The event will bring more than 11,000 athletes to Ohio to compete in more than 30 events.


The 9th Annual Gay Games runs until 16 August in Cleveland.