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Company: Avid Life Media
    View Company Scorecard / Contact Company
Brand: Man Crunch
Ad Title: Chips Kiss
Business Category: Dot-com
Media Outlets: Online Video
Country: United States
Region: US National
Agency: Man Crunch in-house
Year: 2010
Target: Gays


Consciousness Raising

Same-Sex Affection

GLBT Punchline (laughing with)

Theme Breakdown

AdRespect Score: 
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Man Crunch attempted to purchase time on the Super Bowl for this commercial but did not receive approval from CBS, who provided this statement:

"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," the rejection letter said, according to Fox. "Moreover, our Sales Department has had difficulty verifying your organization's credit status."

Man Crunch said its ad cost just under $100,000 to make. It is not clear if the company had the $2.5 million it cost to pay for the 30 seconds of media time, and some critics suggested the whole thing was a PR stunt.

Avid Life Media President Noel Biderman told Fox News, “I am genuinely confused by the 'is it real or not' and 'hoax' tag... this is a true gay dating service, a real commercial, and [we had] genuine intent to air it on the 2010 Super Bowl. Our company truly believes that identifying itself as legitimate alternative to the current male same-sex services out there, would have been accelerated by placing what we feel is a very funny ad, on the Super Bowl.”

“Had the commercial aired on the Super Bowl we did anticipate certain conservative groups and journalists to want to discuss the 'appropriateness' of the ad and nature of the ManCrunch service, and that would have put ManCrunch in the center of the debate it was truly hoping to create (and not necessarily have the last word on). We really thought the controversy would happen after the ad aired during Super Bowl, we are angry about the rejection and believe CBS acted in a discriminatory way.”

Read more: http://www.foxnews.com/entertainment/2010/02/03/mancrunchcom-denies-accusations-super-bowl-ad-just-pr-stunt/#ixzz2JaT6qJzM


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