Chevrolet has launched a new ad campaign set to air throughout the 2014 Winter Olympics called #TheNew. Part of a 14-commercial run, the first ad for #TheNew aired during last week's Opening Ceremony, and has drawn attention for a small part of its 60-second run time. The three to four-second cut showed a same-sex marriage celebration, which Forbes believes is the first time Chevy has ever featured a gay family in one of its ads.

As Chevy explains it, the campaign aims to show "that even though the world is constantly changing, the things that matter most remain the same." The placement of the spot is telling, considering Russia's anti-gay laws that have left it making headlines over the past several months. A second spot for the Traverse crossover features gay and lesbian families even more heavily. Two other, shorter spots feature gay characters, as well. The four spots highlight Chevy's position alongside other organizations that have spoken out against Russia's laws in the run up to the Olympics.

There's no denying it's a bold move on the part of Chief Marketing Officer Tim Mahoney, who said in a statement that Chevrolet is helping "break new ground." We've included all 14 spots below (the Cruze ad is an early favorite around the Autoblog office), so have a look and let us know what you think. And just a friendly reminder, we all have different opinions and beliefs, but that doesn't mean we shouldn't be civil when discussing these spots. So, let's all play nice. Scroll down for the commercials.





























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  • 222 Comments
      Jarda
      • 10 Months Ago
      is this rly 2014? aren't we through this crap already?
        8krevver
        • 10 Months Ago
        @Jarda
        I couldn't care less if this was 2014 or 1014. We need to stop this abomination once and for all.
          T-Mille
          • 10 Months Ago
          @8krevver
          The only abomination that needs to end is your spiteful intolerance of people who don't conform to your narrow bubble of 'acceptable.'
          William Flesher
          • 10 Months Ago
          @8krevver
          You are so incredibly IRRATIONAL in your highly emotional state. Truly paranoid. Angry. This is the legitimate reason many see your reaction as phobic dude.
          NightFlight
          • 10 Months Ago
          @8krevver
          Abomination? LOL. Okay, I'll bite. By leaving religion completely out of this argument, how does homosexuality affect your life at all?
      Avinash Machado
      • 10 Months Ago
      More stuff for page clicks.
      Joanne Dochev
      • 10 Months Ago
      Take your sierras/silverados to hell with you, sinners. Ford girl forever from now on.
        Sean Conrad
        • 10 Months Ago
        @Joanne Dochev
        Ford doesn't stone the gays to death, either. I hear they also wear clothes made from two different types of material.
        The_Zachalope
        • 10 Months Ago
        @Joanne Dochev
        You do realize that Ford (actually every automaker) is LGBT friendly, right?
        churchmotor
        • 10 Months Ago
        @Joanne Dochev
        Sinners eh! Joanne, I've got a question for you. I was reading the Bible, and it says sell my daughter into slavery, as sanctioned in Exodus 21:7. In this day and age, what do you think would be a fair price for her?
          flammablewater
          • 10 Months Ago
          @churchmotor
          I'll give you 2 goats & a box of fine spices from the East. But make sure her clothes aren't made of wool & linen woven together; that's an abomination! Deuteronomy 22:11
          ThinkAboutIt
          • 10 Months Ago
          @churchmotor
          You are an idiot, the bible doesn't say that at all
          Justin Campanale
          • 10 Months Ago
          @churchmotor
          godhatesshrimp.com A satirical rebuttal to these homophobes.
        flammablewater
        • 10 Months Ago
        @Joanne Dochev
        Cry me a river, build a boat, and get over it.
        NightFlight
        • 10 Months Ago
        @Joanne Dochev
        LOL. Sinners? Seriously?
        JonZeke
        • 10 Months Ago
        @Joanne Dochev
        If you had intercourse out of wedlock you'll join the rest of humanity in your "hell." Lots of stone throwing for someone who likely has sinned themselves.
        mycommentemail
        • 10 Months Ago
        @Joanne Dochev
        Ha ha... wait, are you being serious?
      eye.surgeon
      • 10 Months Ago
      Chevrolet apparently has made the choice that it doesn't mind offending a majority of it's customers to appeal to the minority.
        mazeroni
        • 10 Months Ago
        @eye.surgeon
        Except the majority of U.S. citizen, as shown by numerous polls, supports gay rights and marriage while the minority does not.
          mazeroni
          • 10 Months Ago
          @mazeroni
          Hmm, no. In W.Va. it has never been put to vote because legislatures refuse to allow it.
          NightFlight
          • 10 Months Ago
          @mazeroni
          Shhhh. They are scared of the "gays" so they make up their own facts.
        Justin Campanale
        • 10 Months Ago
        @eye.surgeon
        Are you really that insecure that this stuff offends you?
        Adam B.
        • 10 Months Ago
        @eye.surgeon
        52% of Americans approve of same-sex marriage.. 52% is a majority. Just in case you forgot.
          eye.surgeon
          • 10 Months Ago
          @Adam B.
          Not according to almost every vote on this issue over the last 10 years. With very rare exceptions, gay marriage initiatives have lost the popular vote, even in liberal stronghold states like California, and there twice.
      felix.storm
      • 10 Months Ago
      boycott Chevy!
        • 10 Months Ago
        @felix.storm
        [blocked]
      Paul Watson
      • 10 Months Ago
      well I just bought my last Chevrolet !!!!!!!!!!!!!!!!!!!! There is no gay families with out a man and woman making a baby for them to adopt. Marriage was given to us by God.If you don't believe in God then marriage means nothing to you.The bible has told us from the beginning a man and woman make a marriage.Chevys add just shows how pitiful our society has fallen.
        Chsutera
        • 10 Months Ago
        @Paul Watson
        Oh god.. Please tell me your trolling. If not please take your phony god elsewhere.
        Bruce Lee
        • 10 Months Ago
        @Paul Watson
        People have been getting married LONG before the bible was written so you're saying before it existed marriages didn't mean anything? Get real, people were getting married in Ancient Rome, in Ancient China, in Ancient Egypt, etc. and to say nobody believed in love or marriage back then is total nonsense.
        T-Mille
        • 10 Months Ago
        @Paul Watson
        I don't know about you, but this commercial makes me feel even more proud to own a Chevy. I want nothing to do with a god who doesn't treat all people with equal respect and kindness.
      ELG
      • 10 Months Ago
      So if homosexuality is so 'normal', why is it being crammed down everyone's throats (no pun intended) by the media and homosexuality advocates at every single opportunity? Im sick of hearing about it, sick of it being flaunted and shoved in my face. Go ahead and do your thing, and be normal and casual about it. Myself and other heteros certainly are not going around screaming LOOK AT ME I PREFER TO HAVE RELATIONS WITH THE OPPOSITE SEX. here is a tip: society will not accept you as normal until you treat YOURSELF as normal!
        flychinook
        • 10 Months Ago
        @ELG
        "Myself and other heteros certainly are not going around screaming LOOK AT ME I PREFER TO HAVE RELATIONS WITH THE OPPOSITE SEX." Actually, we've been doing exactly that. Almost every movie and TV show features a man and woman in some kind of romantic relationship, even when it's not necessary for the overall storyline. Hugging, kissing, sex, etc. Name a superhero movie that doesn't end with the guy "getting the girl". The commercial in question has a 4 second clip of two people getting married. Marriage has been featured and portrayed in thousands of ads. It doesn't get much more mundane and normal than that.
        GR
        • 10 Months Ago
        @ELG
        Here's a clue: They are systematically discriminated against. Most states in the US does not recognize gay marriage so they are discriminated against from everything from taxes to health insurance benefits. Only last year did the federal gov't recognize gay couples to include them in benefits for federal employees. There are people who actively seek to oppress LGBT's because of their personal religious views or hatred. Heterosexuals like you and me are not discriminated against so we don't suffer the oppression of the masses who feel that they have the right to decide for us what is best for us. Is that a reason enough for there to be a movement for LGBT rights and social recognition?
        icemilkcoffee
        • 10 Months Ago
        @ELG
        "be normal and casual about it" Aren't these ads 'normal and casual' enough for you?
        William Flesher
        • 10 Months Ago
        @ELG
        So gay people aren't allowed to admit it without upsetting you? Or are you worried that admiring an amazing gay athelete will make you "turn" ? Why are you so freaked out?
        Alex740
        • 10 Months Ago
        @ELG
        "Myself and other heteros certainly are not going around screaming LOOK AT ME I PREFER TO HAVE RELATIONS WITH THE OPPOSITE SEX" Most gay people will probably disagree with that statement because heterosexuality was forced down their throats all of their lives until they had the courage to fight the norm and come out. Now they celebrate being gay not only because it has been shunned by our society for so many years but also to help those still suffering in the closet know that they are not alone.
      DawgByte
      • 10 Months Ago
      Is this really news worthy. Everyday this site continues to demonstrate that it's run by a bunch of girly men liberals.
        paul.jones.moody
        • 10 Months Ago
        @DawgByte
        As a fellow "girly man liberal", I'm thrilled to have good articles like this from thoughtful writers.
        T-Mille
        • 10 Months Ago
        @DawgByte
        Ooooh! I'm such a sissy for thinking that people should treat each other with respect! If you got a pair, show a little security and stop waving your inflated machismo all over the place.
        William Flesher
        • 10 Months Ago
        @DawgByte
        Not butch enough for your comfort zone man? Retreat! No one will call you a sissy.
        Niels Marienlund
        • 10 Months Ago
        @DawgByte
        I'd like you to demonstrate your point by providing us with evidence of your claim for every day for the past two weeks. Go.
        Hazdaz
        • 10 Months Ago
        @DawgByte
        Look every body! We got another one of them closeted self-hating homos over here that have to hide their real lust for man-love by over compensating and acting as "manly" as possible.
        nettsu
        • 10 Months Ago
        @DawgByte
        it's not a "news" site it's a car blog it covers things to do with cars You want news go read a fox news website
      purrpullberra
      • 10 Months Ago
      Inclusiveness is a good thing and two people who love each other make something wonderful. Genders aren't what's important so long as two people love each other. Hate or bigotry especially when based on religious beliefs is ugly, inappropriate and is Anti-Christ. Its un-American too.
      William Flesher
      • 10 Months Ago
      I think what makes these adds so groundbreaking is how real and "normal" they actually are. Gay people as actual people. It is not shocking or offensive in any way. And I think that's why a screaming minority hates it so much. True homophobia demands that you dehumanize what you irrationally fear, and seeing athletic heros and families that happen to be gay and they loose it. They get angry, and they begin ranting about how gay people are forcing themselves into their throats. And desperate to convince you how normal, average and mentally stable they are. Amazing. All this fuss and freak out over reality at it's most average.
      Steve
      • 10 Months Ago
      Guess my next vehicle will be a Ford......
        mycommentemail
        • 10 Months Ago
        @Steve
        Hmmm... might not have too much luck there either. I suppose you can always walk. http://www.truthorfiction.com/rumors/f/ford-gays.htm#.Uvl92pXAb6s
          flychinook
          • 10 Months Ago
          @mycommentemail
          Good news Steve, I found a car company that meets your criteria! http://www.lada.ru/
        Jason
        • 10 Months Ago
        @Steve
        Ford has used several gay couples in advertising as well as Chrysler. So dust off you walking shoes and enjoy you walking life. You won't be missed. Oh so has every other major automaker.
        William Flesher
        • 10 Months Ago
        @Steve
        Right. When you discover how gay friendly Ford is, just ask them for a refund. They will absolutely respect your emotional fragility and confusion.
      Cubanaso
      • 10 Months Ago
      So now I have to filter out commercials also? I have kids and a dang car commercial shouldn't FORCE this on my kids before they are ready. It's amazing to me how anyone who disagrees with homosexuality is labeled a bigot, so I will label the people who try to silence differing opinions communist tyrants. Chevy can support what ever they want, and so can I...and that's 100% AMERICAN. I'm sick of that sides hypocrisy on this issue, as if their voice should carry more value than anyone else's. You all can flame away...I don't live my life with a PC filter, under the tyranny of political correctness. To the homosexual, GOD loves you as he loves us all...we are ALL sinners in need of repentance, but the goal was set...the standard was made...not by us but by him, go and sin no more is the goal for us all. I'm no better than you, a weak fool trapped by sin too many times, but if I TRULY love you I will share the truth instead of telling you what your itching ears want to hear.
        T-Mille
        • 10 Months Ago
        @Cubanaso
        How on earth does believing in equal rights and treatment of human beings relate to a socioeconomic system? I don't think you know what the word 'Communist' means.
        nettsu
        • 10 Months Ago
        @Cubanaso
        Children aren't born bigots They are taught to be bigots I feel sorry for your children
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