During the 2012 Summer Olympics in London, British gay men were given a nightly treat as they settled down to hear the Weather Forecast on the TV. It was preceded every night by a sponsorship ad showing a group of swimmers in red singlets and black shorts standing in the pouring rain with their wet clothes clinging to their muscular bodies. Then they ran jumped into Lake Windermere. There were other themes, but they hardly ever were screened in this position
Gay men loved it. For innocents, still learning about their sexuality and fearful of being different from their friends, seeing this imagery on a respectable TV program must have helped them understand it was OK to look at men's bodies.
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