Rejected Super Bowl ads: What's too racy for TV? (videos)

By Eriq Gardner

UPDATED: What's a better value: spending $3 million plus production costs to air a 30-second ad during the Super Bowl or saving that $3 million when standards and practices lawyers at CBS reject the ad and everyone talks about the commercial anyway?

We're sensing that this year's most effective use of "ambush marketing" once again involves submitting an ad that's too racy for television. Ever since CBS raised eyebrows for its decision to run a pro-life commercial starring Tim Tebow, all those commercials not making the cut have been getting a good amount of buzz. At this rate, networks that televise the Super Bowl in the future may need to impose greater application fees and deposits so advertisers don't abuse the process to score cheap publicity.

Here are some of the ads that have been rejected this year by CBS:

• An ad for gay-dating website Mancrunch. The rejection by CBS Standards and Practices has raised some concern over whether CBS cares too much about homosexuality, but we can't say we're too impressed with the thought and production put into this spot. Did Mancrunch really intend to run this commercial?

• An ad for domain registration Web site Go Daddy. Company CEO Bob Parsons says he was told by the network the ad was rejected because it could be "offensive to a certain class of people." Go Daddy has successfully aired racy spots during past Super Bowls, and the production of this "Lola" commercial starring Danica Patrick isn't shabby, so both parties may have been sincere.

 

• UPDATED: An ad for an upcoming video game "Dante's Inferno," by Electronic Arts. CBS determined the "Go to hell" tag line was too provocative even though a similar commercial has already been airing. Instead, EA has changed its tag line to "Hell awaits" to pass muster. Here's a "Dante's Inferno" trailer with the original tagline and the squeaky-clean ad that will run during the Super Bowl:

 

Comments

[Matt]

This ad is definitely too racy for the Super Bowl:
http://www.gotchamediablog.com/2010/02/doritos-and-abortion-brought-to-you-by.html

[lorraine]

What a bunch of stupid ads...not funny or creative, just dumb.

[Super Bowl Ads]

Watch sneak peek of more 2010 super bowl ads (banned or approved)at http://superbowl-ads.net/

[grace]

none of these omitted ads are even funny and the video game? it's sad that that is what is marketed to kids these days...pretty pathetic!

grace

[brenda]

I did not see a thing wrong with the go daddy ad. but the gay men ad making out, no thanks. Kids watch the show and we should have not have to explain a commercial of men kissing to our children. Im not against homosexuality , but since we don't practice it at home I don't want to see it with my child in the room. The superbowl in a mans sport.

[@brenda]

Dear Brenda,

Holy Stupid, Batman!

"The superbowl in a mans sport."

should be "is a man's sport." And I can't think of a dumber complaint when it comes to a commercial with two men in it (gay men ARE men, last I checked). If this is the worst thing that you have to explain to your kids on Super Bowl Sunday, you're spending too much time in the bathroom.

Sincerely,
@brenda

[Bill R.]

You can frame it in the most PC manner you want but the bottom line is, homosexuality is wrong and not normal. Keep it in the bedroom and out of my sight and I have no choice but to tolerate it. Put it in my face and there will be a reaction. People say it's none of my business but those same people keep pushing it on this country. I'll never condone this perverted behavior. Now let the name calling begin!!

[Rachel]

Actually Grace, the video game is not being marketed at children. It is rated M for mature, that means you need to be 17+ to buy it, which means the advert is being aimed at those who are allowed to buy it.

[maya tutorials]

With all these risque’ TV ads, I bet there’ll be quite a few homes where the husband will exclaim to his wife: “But honey, I’m watching the Super Bowl for the football action, really!”
.
My question is why do so many people get so bent out of shape over the sight of a nipple, but take bloody murder, killing, and other human mutilation in stride without complaint?
Course, if it was PETA getting bloodily whacked, I’ll cheer at that.

[maya tutorials]

With all these risque’ TV ads, I bet there’ll be quite a few homes where the husband will exclaim to his wife: “But honey, I’m watching the Super Bowl for the football action, really!”
.
My question is why do so many people get so bent out of shape over the sight of a nipple, but take bloody murder, killing, and other human mutilation in stride without complaint?
Course, if it was PETA getting bloodily whacked, I’ll cheer at that.