Chevrolet debuted two ads which feature gay couples during Friday's broadcast of the opening ceremonies of the Winter Olympics in Sochi.

GLAAD said the ads were the first to include gay couples during an Olympic broadcast.

While Chevy, which is owned by General Motors, said in a statement that the ads “are not intended as any political commentary,” they come as criticism over a Russian law that prohibits the promotion of “gay propaganda” heats up.

“Actions speak louder than words,” Allen Adamson, managing director of the New York office of Landor Associates, told the AP. “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 includes a shot of a male gay couple getting married, while the other features two gay dads with their son and daughter.

“While what it means to be a family hasn't changed, what a family looks like has,” a male announcer says in the ad titled The New Us for the Chevy Traverse crossover SUV. “This is the new us.” (The video is embedded on this page. Visit our video library for more videos.)