Controversy continues to swirl around CBS and its Super Bowl ads. The network is reviewing an ad from ManCrunch.com, a dating site specifically for gay men. Yet after days of deliberation, CBS had still not made a decision whether to air the ad.

The 30-second spot shows two men excitedly watching the game, before their hands brush as they both reach into a bowl of chips. Suddenly, the two begin making out, much to the shock of a guy sitting close by.  The ad was submitted to CBS on Monday, January 18, for consideration. ManCrunch says CBS told them all the SuperBowl spots were sold out, but they requested the review in case another advertiser dropped out.

I think this is just a PR ploy by ManCrunch to get publicity for their site. And it worked. They’re grabbing headlines and getting pre-Super Bowl publicity, without having to pay the $2.5+ million price tag of a Super Bowl spot. It’s a ploy that has been used successfully every year. Advertisers produce controversial ads they know will get rejected but enjoy free publicity for their efforts.