A number of sponsors supported Canadian athletes at Sochi. RBC’s #YourSomeday campaign, Samsung’s #BringItHome, Canadian Tire’s We All Play for Canada and P&G’s Pick Them Back Up ad are examples. Top efforts include Airbnb's #SochiProblems that offered a solution to housing there, and the Canadian Institute of Diversity and Inclusion, whose video shows lugers making close body contact with the tagline: “The games have always been a little bit gay. Let’s fight to keep them that way.”