Chevrolet has just debuted two new ads — one for the Chevy Traverse, one for Chevrolet the brand. Ordinarily, that wouldn’t be such a big deal, but these feature images of LGBT families and same-sex marriages, accompanied by voiceovers that say things like, “[W]hile what it means to be a family hasn’t changed, what a family looks like has.”

You could argue that the timing of these LGBT-inclusive commercials is coincidental, that the ads have everything to with selling family vehicles like the Traverse and little to do with the Sochi Winter Olympics and Russia’s brutal, anti-gay policies. But consider this: Chevrolet didn’t have to include LGBT families in these ads. They could’ve left us out altogether, and no one would’ve complained. Hell, few viewers would’ve even noticed. In fact, until these clips debuted on YouTube today, Chevy had never included explicitly LGBT families in any of its TV spots.

But that’s not the route Chevy chose. They did include us — and not only did they include us, they included us in ads that will air tonight, during the broadcast of the Winter Olympics. No bones about it: that’s a big, chilly middle finger flipped directly at Vladimir Putin and the homophobic laws he continues to defend.

Chevy now joins a growing number of companies making statements about Russia’s brutal repression of the LGBT community. Hopefully, others will follow suit.