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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 ManCrunch.com, 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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Comments (31)

Wonder if it'll reference b... (Below threshold)
GianiD:

Wonder if it'll reference bammy's nights in the Northside Chicago "Men's Club's"?

That company is probably wa... (Below threshold)
Paul Hooson:

That company is probably wasting their money buying ads during the Superbowl, anyway. They should stick with ads during the Tony Awards.

"It is much better for them... (Below threshold)
GarandFan:

"It is much better for them to submit one with little chance of getting approved so they get lots of publicity at little cost."

Typical 'gay in your face' bullshit.

I thought they already did ... (Below threshold)

I thought they already did male dating ads on TV. Although I am balding, I refused to join "The Hair Club for Men". I mean it is a guy dating service isn't it?

I don't think the tactic of... (Below threshold)
Lorie Byrd:

I don't think the tactic of angling for free publicity has anything to do with it being a gay service. It is just a PR strategy. Not a dumb one either, IMHO.

Dead on, Lorie!It'... (Below threshold)
Jim Addison:

Dead on, Lorie!

It's exactly like the controversial political ads that get aired "web-only" or on one local station in Billings, Montana, but the national controversy which erupts ensures wall-to-wall media and that millions will view it - at no cost to the advertiser.

It's symbolic of the breakdown of society that this ad is submitted at all - OR that the Tebow "don't kill your baby" ad is not only necessary, but also controversial.

Sometimes I wonder if PETA ... (Below threshold)
GarandFan:

Sometimes I wonder if PETA and the GLBT groups are trying to outdo each other for the most offensive ad. Perhaps they might learn something by looking back at the BRIEF history of the "shock jocks" on radio.

They're definitely angling ... (Below threshold)
James H:

They're definitely angling for controversy here. Especially considering that a much better ad would involve men's hands touching during while watching the Super Bowl, then swelling orchestral music as they re-enact cliche romance scenes from various movies.

The adage is to sell the sizzle, not the steak ... and the proposed ad clearly sells the steak.

So to speak.

Oh sure, that add will make... (Below threshold)
914:

Oh sure, that add will make money. For the network airing it. 10 million for a 20 second clip and what is their target audience and product? Or are some stimulate funds going to be used to promote the obviously large Superbowl watching gay date seeking lobby?

classic Saul Alinsky agitat... (Below threshold)
Jeff:

classic Saul Alinsky agitation move ... submit an ad they know would be rejected 24/7/365 then scream when they get said rejection ...
Seems like some sort of coordinated move with the pro-choice crowd. They (the pro-choise crowd) knows that if they wanted to run a tasteful ad it would be approved and would invalidate their claim that the pro-life ad is improper.
lame ...

They're just following the ... (Below threshold)

They're just following the GoDaddy model...

If they really, really wanted eyeballs, though, it'd be two women in the ad.

J.

Maybe they can show Rahm Em... (Below threshold)

Maybe they can show Rahm Emanuel and David Axelrod making out?

(Commence retching.)

#11No doubt.... (Below threshold)
914:

#11

No doubt.

Wyatt, I like Jays idea bet... (Below threshold)
914:

Wyatt, I like Jays idea better.. Retch!! Retch!!

JT, you're so bad... ;p<br ... (Below threshold)
Gmac:

JT, you're so bad... ;p
Every male Mark I would rivet to the screen...

And this is also on of those rare (1st) times I agree with Hoosan. Its simply the wrong venue for the market they're trying to entice.

It's difficult to tell from... (Below threshold)
Baron Von Ottomatic:

It's difficult to tell from this vantage point whether they will consume the captive Super Bowl audience or merely enslave them. One thing is for certain: there is no stopping them...The gays will soon be here.

And I for one welcome our new fashion-conscious overlords. I'd like to remind them that as a trusted Wizbang editor, I can be helpful in rounding up others to toil in their underground arugula caves.

J - How about Anne Hathaway... (Below threshold)

J - How about Anne Hathaway and Jessica Biel?

Wyatt:Alyson Hanni... (Below threshold)
Jay Tea:

Wyatt:

Alyson Hannigan, Amy Acker, Emily Deschanel, Jewel Staite, Stana Katic, Teri Hatcher, Marcia Cross, Zoe Saldana, Claudia Christian, Michelle Trachtenberg, Emma Caulfield... pick any two or more.

I'll be in my bunk...

J.

Mmm . . . Michelle Trachten... (Below threshold)

Mmm . . . Michelle Trachtenberg. I would like a combo meal of Michelle and Stana Katic, please!

What will happen is that CB... (Below threshold)
Edward Sisson Author Profile Page:

What will happen is that CBS will reject this one, and then use that rejection as an excuse to reject the Tim Tebow pro-life ad as well. The excuse will be, not that one is too graphic (since the Tebow one is not) but that both involve political topics that are too hot. And thus the pro-life ad gets killed ....

NFL went in my recycle bin ... (Below threshold)
glenn:

NFL went in my recycle bin when Michael Vick came back. Not coming out either.

Whether it's two dudes or t... (Below threshold)

Whether it's two dudes or two chicks kissing, or if it's the GoDaddy bimbos (or Swedish bikini team), in my professional ad guy opinion they all have one thing in common: They're conceptually retarded and the lowest form of advertising--and the ad biz is just barely ahead of used car salesmen in the respectability and credibilty department, so this just kind of juvenile, thoughtless, irresponsible crap just closes that gap.

For CBS to air this pile of creative pigvomit would be their worst idea since standing behind Dan "It's Fake, But Accurate" Rather.

On a less ranting side note: Just a guess here, but the customer acquisition (gay men view the Super Bowl, really?*) vs. ROI has got to be ridiculously low.


*For tight ends and wide receivers, no doubt.

Go for it. I bet it'll be f... (Below threshold)
Roy:

Go for it. I bet it'll be fabulous. And, it'll set back the gay advocacy message about 50 years. I'm sure Congress will repeal DADT after that one. Right...

Freedom of enterprise. If ... (Below threshold)
Tsar Nicholas II:

Freedom of enterprise. If CBS wants to run such an ad, more power to them. If someone wants to spend their capital on that ad, good for them too. If someone doesn't want to see such an ad, well, don't watch it, then. That is, after all, what capitalism is all about.

"Alyson Hannigan, Amy Acker... (Below threshold)
bryanD:

"Alyson Hannigan, Amy Acker..."-jay tea

Yeah, those two are/were nice. Thoughts of Vampire-Willow plus Buffy MIGHT have been used as fuel by me in the past. (I'm not admittin' nuthin'.)

TODAY I would cast Kate Bosworth reprising her role as Lois Lane and Annasophia Robb as a newsroom intern experimenting together on the roof of the Daily Planet after Perry White goes home.

Ooo! Ooo! Shiri Appleby!</p... (Below threshold)
bryanD:

Ooo! Ooo! Shiri Appleby!

Tim has the right to do com... (Below threshold)

Tim has the right to do commercials, why he's to be blamed. go ahead Tim. for SuperBowl, I already had my tix from Ticketwood.com and I'm waiting impatiently. can't wait! oh my god!

This is the CRAPPY BROADCAS... (Below threshold)
Flu-Bird:

This is the CRAPPY BROADCASTING SYSTEM one of the all time worse of the broadcasters around

I think I'll sue ManCrunch ... (Below threshold)
MjM:

I think I'll sue ManCrunch for it's blatant discrimination in not providing dating services for us hetro men.

Fair's fair, yes?

Good article on Christian d... (Below threshold)

Good article on Christian dating. Thanks.

they should only do christi... (Below threshold)
Max:

they should only do christian dating sites not gay ones since they are a minority!




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