Looks like we can tie-off this Mancrunch Super Bowl ad fiasco. The company informed us today that CBS rejected their commercial (see the ad here).
In a statement to Mancrunch, CBS wrote: “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.”
Though it’s not surprising that CBS has chosen to ban the ad, it raises a question about why sexuality is such a big problem for the network. Consider the widely discussed Snickers Kiss ad, which CBS aired during the 2007 Super Bowl. In it two mechanics “accidentally” kiss while scarfing down a candy bar. Apparently, it makes a difference when the two men “want” to be kissing — despite the fact that Mancrunch’s ad clearly depicts two “manly” men who seemingly didn’t know they wanted to kiss. Even the hand-brush that brings the two together is similar (albeit different — food is the connecting piece).
It’s hard not to see CBS’s problem as the homosexual factor. See, Mancrunch’s men want to kiss, but not until they start. The Snickers guys allow themselves to kiss because they’re so taken by the flavor of the candy bar — a scenario even Snickers would likely admit is ludicrous.
“We are very disappointed that in 2010 such discrimination is happening especially given the fact that Focus on the Family is allowed to promote their way of life during the Superbowl,” said Mancrunch rep. Dominic Friesen in a statement. “We’re calling on every same sex advocacy group to petition CBS and let them know this discriminatory behavior will not be tolerated.”
Another contradictory example would be 2004’s Bud Light ad with Frank the chimpanzee, who suggests an attractive young woman come stairs with him and, well, have sex. That’s not what he says, but the message is clear — let’s hook up.
More: “Now It’s a Thing: Mancrunch and CBS Toe-to-Toe on Ad Issue”