CBS has rejected a Super Bowl ad submitted by ManCrunch.com, a gay dating site that shows two male football fans making out. The network said that the commercial violated its standards and sources suggested it was just a ploy to get publicity. ManCrunch has called the move discriminatory and pointed to controversial commercials that have run in the past.
The network sent the company a fairly vague letter, telling them ““CBS Standards and Practices has reviewed your proposed Super Bowl ad and concluded that the creative is not within the Network’s Broadcast Standards for Super Bowl Sunday.” It is not clear what “the creative” references but one can guess.
The network also said that its sales department had difficulty verifying the credit of the site to guarantee payment of the estimated $2.5 million cost to air the ad.
Site spokesperson Elissa Buchter said that they spent more than $100,000 on the ad and has raised $40 million from investors.
PETA previously garnered considerable attention with an ad that was rejected for the Superbowl, here. I agreed with that decision considering the audience. Families want to watch the Superbowl without having to explain sexual content — whether heterosexual or homosexual.
This type of ad is likely to be more harmful and helpful to the gay rights movement, which is already losing ground in state referendums. Indeed, some gay sites are questioning the motives or bona fides of the company.
The ad above is called “Playing for the Same Team” and depicts two male football fans making out. I have to say that the commercial seems pretty low grade for the Superbowl. What do you think? Was this just a publicity stunt or a serious effort at an ad placement?