I wouldn’t even touch this story if I weren’t a huge football fan. That being said, here goes…
ManCrunch Super Bowl Butt Shot
Today I heard on my local sports radio show that a dating site called ManCrunch.com is trying to get a commercial spot on this year’s Super Bowl. This was on a Dallas station and I was pleasantly rewarded with little to no overtly adverse reactions from either the radio hosts or the fans who called in to discuss the topic. I’m sure there were “other” calls but most likely they carefully screen their calls – It is Dallas and for the most part the entertainment industry here is gay friendly/tolerant. That said, there were naysayers but mostly with the position the commercial is inappropriate for the Super Bowl because it doesn’t normally attract a gay audience. Of course there were also the concerns fo having to explain that to kids. That along with others who feel all “advocacy” and or political ads should be kept out of all sporting events.
Sorry to say but no one is getting it – The ManCrunch commercial is not geared to towards the gay community at large, nor is advocating gay rights though it does strongly touch on the stupidity of stereotypes. Clearly it is targeting closeted gay men or those otherwise curious. Sure its meant to shock the viewers, all of them. But more importantly (for the business) it’s meant to stick somewhere in the back of that dude’s mind until his wife is asleep late at night as he types in ManCrunch.com on his computer.
ManCrunch is owned by Avid Life Media. The same company that owns AshleyMadison.com, a dating site with a niche in adultery. They’ve done the Super Bowl thing before with that site and were banned. They also got tons of media coverage from CNN, Dr. Phill, Ellen, The View and all the major networks. They’re certainly not wet behind the ear when comes to stirring controversy and profiting from it. They have nearly 6 million members on AshleyMadison.com to prove it.
Avid’s pockets seem to run deep as well. In 2007 they acquired Hot or Not for $29 million dollars. So all you guys out there saying (Towleroad, Queerty, JoeMyGod, ETC) this company probably doesn’t have the bank to fund a Super Bowl commercial better think again. More importantly, do your research.
This past December Avid offered Tiger Woods a contract for $5 million to endorse AshleyMadison. Of course he didn’t accept but talk about feeding off controversy. These guys are pros.
ManCrunch is obviously breaking new ground in that its targeted market is closeted gay males. Remember, their strong points are niche markets. It’s a smart move too as it stands to the reasonable belief there are many more closeted gay/bi-curious men than those who are out and proud. Get with program peeps, that closet is still pretty big and it’s chock full of men urging to get off with other men and that’s exactly what ManCrunch and Avid Life Media are banking on.
By the way, for all you that didn’t get it – that’s what the “down low” is all about on their Site – keeping it secret.
Oh and the black dude in the commerical. Of course its intentional. He’s got a fried chicken leg in hand. Then there’s the butt-load (pun intended) anti-gay props on the wall in the name of signage. At the end of the commerical we’re asked the question, “Why not?” The entire ad is full of stereotypes and begs to throw them all on the table at once as if to imply it’s all stupid, meaningless social ignorance. So it’s okay to venture out of the closet and hook up with many, many, many other men who want to come out and play. That also answers the question to the cheesiness of the commerical itself. In my opinion, it’s a brilliant marketing move. The company wins whether it gets its Super Bowl commerical or not.
What it does for the LGBT community is another story and will remain unanswered until we see the fallout of it all. Personally I don’t see it doing much harm. It doesn’t really matter what pro-gay ads are run on television or in what taste they are presented. Whatever the ad may be, anti-gay organizations are going to counter them and pick them apart and throw them out as chum to their frenzy of hate feeders. I’ll probably get called out on this but if Avid is going to do this, then I’m glad they put the black guy in the commercial. What that says to me is that homophobia is just as stupid as racism.
UPDATE: January 29th, 2010
CBS has officially rejected the ManCrunch Super Bowl ad. Let the rage and outcry begin and it does – talks of double standards and gays boycotting CBS are ensuing on the interwebs. Congratulations are in order for Noel Biderman of Avid Life Media for another well played ploy at controversial marketing. A couple of days ago no one knew of ManCrunch and now it’s the talk of the town, especially with gay related blogs and news outlets. Think that’s enough? Not so fast. ManCrunch is now asking LGBT equal rights groups to step up and fight the rejection of their ad based on discrimination.
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why did you have to throw the black guy under the bus. being black has nothing to do with being gay. comparing the two is nuts and i’m sick of it.
as usual u r right on the money lika starr great article
woah! wtf? two football dudes kissing. how can it be please on super bowl this year. just cancel the hole thing please now cancel it all. disgusting vikes!
Here we go again another two step back. It’s hard enough to get just a half step forward and idiots like this along with this site’s beloved Adam Lambert kick us right back into the last decade
Think what you want but what does Adam Lambert have to do with any of this? Just because he’s gay?
No. His AMA performance. Not only did he ruin his own career (not that he really had one after that crappy album) but he also single handily set back the LGBT movement some of us have worked so hard for.
To make it worse his only excuse was that it was all done in the moment for theatrical art of the lyrics or whatever. What a lame excuse and a boldface lie. He did for the controversy that he knew would get people talking about him. What he didn’t count on was it backfiring like it did. He never thought in a million years ABC would pull his NYE gig. Haha serves the punk right for pulling such a stunt.
edit: Adam Lambert didn’t even have the decency to apologize.
You seriously think he did that not knowing he would get canned by the network? That just proves it was a spontaneous decision. His only crime was “NOT” thinking of the consequences. You’re living in a fantasy land and that’s why the LGBT agenda keeps getting stomped on. Stop whining about what you think others are doing and get out there and really work your ass off if you don’t want to be trampled.
Adam Lambert is a performer. He is doing his job and he will open the door for many gay mainstream performers in the future. He doesn’t even realize the impact that he is making. Oprah told him and he sounded almost in shock in response. One day he will get it and come to understand his true gift to this world and that is one that will bridge the gap between many of us in age, gender, sexuality, nationality and social acceptance. He is poised to be great superstar who is also gay.
I have to laugh when you say he takes you two steps back when in reality he is taking leaps and bounds into the future.
Is this a ManCrunch/Super Bowl ad or Adam Lambert discussion?
Back on topic: I wish CBS would have aired the ad. I would have loved to see and hear in the next days all the rightwing bible thumping rednecks writhing in torture from seeing two dudes in football uniforms getting all frisky with each other in the middle of the Super Bowl game. Priceless!
Sorry
Just can’t let anyone throw Adam under the bus without standing up for him. I’ve said what I had to say so I will let it go now.
I agree with what you said about Mancrunch. CBS should have accepted the ad. It’s not their place to judge what fits the Super Bowl advertising profile as long as the submission doesn’t violate the FCC. I thought the video was very funny in a cheesy sort of way.