That didn't satisfy us. Something was amiss. So we went through all the big news reports over the Mancrunch flap and we too, came up with an interesting connection. A woman by the name of Elissa Buchter has been acting all along as spokesperson for the Mancrunch Web site and has been quoted in numerous news reports. We decided to do a little bit of research on Miss Buchter. Lo 'and behold - turns out Miss Buchter is an employee for an LA-based PR firm Bridge And Tunnel Communications. Problem is, they no longer exist. But Miss Buchter does. And so does another spokesperson Dominic Friesen. The blog Grandcentral Station had been suspicious of the whole thing right from the gate. So much so that after some sleuthing they were able to track down Mr. Friesen and actually got a Q & A answered about the ad via email. Check that out here:

You're comparing a dating site for single men to a cheating site like AshleyMadison.com? Nowhere on our commercial do we mention sex or on our web site, for that matter. We definitely think that if the spot contained a man and a woman kissing on the couch, there wouldn't be an issue.We produced the spot in-house. You're right the spot didn't take that long to produce. The reason we only submitted the spot on January 18th was that was only when the web site was ready. We literally just launched the web site last week.

Bloggers covering gay issues were reporting that CBS had rejected Mancrunch's advertising overtures yesterday. I'm sure some of the editorializing on their part was based on an assumption of pre-determined bias against an advertiser reaching out directly - and obviously - to the gay community. I can understand that. After viewing the spot, it seemed to me the commercial was made to be rejected - and, for a stunt like this, the spot HAS to be rejected to resonate in sympathetic communities - so I wasn't surprised by CBS's rejection.

But according to Mr. Friesen, they didn't see it coming. Really? He claims that since the right-wing Focus on the Family spot with Tim Tebow was accepted, the Mancrunch team thought their spot would eventually be accepted given the public pressure (brought about in an afternoon). Really? Whether you agree with Focus on the Family's anti-abortion/anti-choice/pro-life (you pick) spot or not, it's clearly a spot advocating a public policy / political stance - not selling a dating service. Mancrunch is clearly presented as a commercial venture. They're not advocating public policy related to mashing with your football buddy over a bowl of chips.

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