CBS opens the door to "advocacy" commercials during the Super Bowl. But a gay hookup site could score before a gay rights group does.
Aside from the tight pants, there's almost nothing "gay" about the Super Bowl. The loud, expensive ads that run between downs push products geared toward the macho audience — beer, action movies, and in 2007, the Snickers ad that used gay panic to sell the sugar bombs.
This year's Super Bowl — a showdown February 7 between the New Orleans Saints and the Indianapolis Colts in Miami Gardens, Fla. — will showcase an ad sponsored by a group as resolutely antigay as you can imagine — Focus on the Family. The right-wing organization paid around $2.5 million to feature the mother of college football player Tim Tebow advocating against abortion. CBS, the network airing the big game, says it has relaxed rules on "advocacy" ads, so that as long as they're "responsibly produced," they're ready for prime time. A gay-friendly United Church of Christ ad rejected in 2004 by CBS would now be allowed, claims the Eye Network.
The Gay, Lesbian, and Straight Education Network, a group working to end antigay bullying in the nation's schools, has already aired numerous public service announcements on television, including a series of spots featuring Wanda Sykes and Hilary Duff urging people to stop using the phrase "That's so gay." And while the group would love to air the spot during the Super Bowl, the price tag is too high.
"We'd be more than happy if CBS donated airtime for GLSEN's current Ad Council campaign, 'Think Before You Speak,' addressing the negative impact of anti-LGBT language. How about right after the paid Focus on the Family ad?" Daryl Presgraves, public relations manager for GLSEN, writes in an e-mail. "If money were no object, which of course it is, and if we paid for 'Think Before You Speak' placements, which we do not, we [would] certainly see the value in bringing our 'Think Before You Speak' campaign to the most watched event on TV."
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