CBS Considering Gay Dating Super Bowl Ad

Kim passed along this link about an ad under consideration by CBS for the Super Bowl.

After days of deliberations on whether to run a controversial Super Bowl ad from gay dating site, CBS has not yet reached a decision.

The 30-second spot shows two men excitedly watching the game, before their hands brush as they both reach into a bowl of chips. Suddenly, the two begin making out, much to the shock of a guy sitting close by.

According to a rep for the dating site, which operates under the slogan “Where Many Many Many Men Come Out to Play,” the ad was submitted on Monday, January 18th. When the site followed up on the status of the ad on Friday, January 22nd, they were told by CBS that “the spot hadn’t been officially approved yet” by network standards, and that “all the Super Bowl spots were sold out.”

“ManCrunch requested the spot get reviewed anyway just in case another advertiser drops out and a spot becomes available, as often happens, and CBS agreed,” added the site’s rep.

ManCrunch officials said they believe CBS has no intention of airing a commercial for their gay dating service, “but do not want to officially ‘reject’ the spot out of fear there may be a backlash from gay advocacy groups.”
Kim said she thought this would make Janet Jackson’s wardrobe malfunction look tame and that it would offend many families watching the Super Bowl.

If it were simply an ad for a gay dating service it might not be soooo controversial, but after reading the description of the “ManCrunch” ad (with two guys “making out”) I agree that this would be pretty shocking to many family audiences. If the description of the ad provided is accurate, the content is something I’d be surprised to see CBS air in any drama or sitcom on their network, much less in prime time with a large family audience.

I could imagine CBS approving a different ad for the same company however — one with less “making out.” I have a feeling the company would not want to submit such an ad though. It is much better for them to submit one with little chance of getting approved so they get lots of publicity at little cost. The racier the ad, the more publicity it will generate, especially in the current atmosphere where the discussion has been over the Focus on the Family pro-life Tebow ad. They know others will feed any controversy with a discussion of the political aspects and ramifications. As long as it is not approved and accepted, ManCrunch (am I the only one who just doesn’t “get” that name?), gets some super high profile publicity at rock bottom prices. Call me cynical, but that is my take on it.

Update: Dan Riehl did some investigation into the ManCrunch company and agrees that this is most likely more a ploy than a serious ad buy attempt.

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