• by Erik Sass , January 29, 2010

Who ever thought football would become a political, well, football? The Super Bowl has again become a battleground for various advocacy groups and sponsors whose ads are felt to have political implications. This year has brought several controversies; the latest surrounding an ad for a gay dating site called Mancrunch.com, which CBS has rejected for the Feb. 7 broadcast.

The news is sure to spark criticism by LGBT organizations, which will, in turn, invite ripostes from conservative organizations advocating "family values."

Submitted to CBS about two weeks ago, the Mancrunch.com ad showed two male football fans watching TV, then accidentally touching hands when they reach for the same potato chip. There is a moment of hesitation, and then the men begin kissing. After showing the Web site URL, the ad concludes with a pan to the left, where a third male football fan observes the sudden turn of events with a surprised look on his face.

After a fortnight's consideration, CBS informed Mancrunch.com that its ad had been rejected in a note reading: "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 CBS note did not give any reason for the decision, leaving it unclear what objections were voiced by its standards and practices division.

While the two men appear to be engaged in an intense makeout session, the viewer never actually sees their mouths come into contact; rather, the man who initiates the "action" turns away from the camera suddenly, giving the kiss a staged, over-the-top feel reminiscent of slapstick.

By some standards, that is tamer than the infamous "Snickers" ad that actually showed two men briefly kissing as they lunged after the same candy bar. (Apparently, food is a catalyst for homosexual encounters.)

Dominic Friesen, a spokesman for Mancrunch.com, said: "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 Super Bowl. We're calling on every same-sex advocacy group to petition CBS and let them know this discriminatory behavior will not be tolerated."

Friesen is referring to the other main ad controversy this year.

CBS attracted criticism from liberals and pro-choice advocates for accepting an ad from Focus on the Family, a conservative organization, in which University of Florida quarterback Tim Tebow and his mother relate a personal story to illustrate their opposition to abortion.