The ads are the first to feature gay couples during an Olympic broadcast.
Chevrolet is rolling out two ads that feature gay couples during the U.S. broadcast of the Winter Olympics opening ceremony Friday.
The ads are the first to feature gay couples during an Olympic broadcast, according to GLAAD, a U.S. advocacy group for the lesbian, gay, bisexual and transgender community.
A Russian law banning gay "propaganda" from reaching minors drew strong international criticism ahead of the games in Sochi.
Three sponsors of the U.S. Olympic Committee - AT&T, DeVry University and yogurt maker Chobani - have spoken out against the Russian law. Other companies that have remained silent on the issue have been criticized on social media.
Chevy, a unit of General Motors Co., is not an official sponsor. It didn't comment on the Russian law specifically, saying in a statement that "these ads ... are not intended as any political commentary."
But some advertising experts say the commercials make a pretty clear statement. "Actions speak louder than words," said Allen Adamson, managing director of the New York office of branding firm Landor Associates. "The action of putting a spot on the Olympics is far more powerful than a press release. It's a very clear statement of what they believe Chevy stands for."
One ad, called "The New Us," shows quick shots of many different families, including a gay male couple with a son and a daughter. "While what it means to be a family hasn't changed, what a family looks like has," a voiceover states. "This is the new us."
Another ad features different images of America, including a shot of a gay couple getting married. "Like the old love the new love starts with a kiss," a voiceover states. "Like the old community, the new community still keeps us connected. ... A whole new lineup for a whole new world."
The ads are the latest example of advertisers trying to be more inclusive. During the Super Bowl last week, Cheerios featured an interracial couple and Coca-Cola showcased a diverse array of families from different ethnicities and backgrounds, including a gay couple. The Coke ad was the first time a gay couple had been featured in a Super Bowl ad.
GLAAD CEO Sarah Kate Ellis said the ads "truly reflect the fabric of our nation, which today includes gay and lesbian families."