ManCrunch is an online dating website specifically aimed at male homosexual relationships, owned by the Toronto-based Avid Life Media, the same company responsible for the Ashley Madison adultery service and other similarly unconventional dating sites. The site bills itself as a place "where many many many men come to play."
Rejected Super Bowl advertisement
ManCrunch gained major publicity in January 2010 when it was revealed that CBS was considering a television advertisement the site had produced to air during Super Bowl XLIV. The ad featured a male Packers fan and a male Vikings fan reaching into the same bowl of chips at the same time, and after a brief pause, passionately kissing and dry humping each other, much to the surprise of the other man present. The advertisement was initially put on a waiting list before the network outright rejected it due to it violating CBS's broadcast standards. ManCrunch accused CBS of discrimination saying, "If the ad showed a man and woman kissing it would have been accepted." The New York Post concluded it was “no more racy than nearly any beer commercial not starring the Budweiser Clydesdales.” The ad was accused of being a form of ambush marketing by analysts, who theorized that the company knew the advertisement would be rejected by CBS, thus drawing free publicity to the site without needing to pay the extremely high rates for advertising during the Super Bowl.
- CBS Rejects Gay Themed Super Bowl Ad, Tracy Phillips, Fancast.com, January 29, 2010
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