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

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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?”

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

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

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