Brent Bozell

But this mini-controversy didn't cause half the hubbub of a commercial for Snickers candy bars. In this one, two burly mechanics start eating the featured candy bar from opposite ends until they meet in the middle in an accidental "kiss," then ripped out their chest hairs in disgust.

Some might find the ad to be funny. Some might consider it just plain stupid. But the homosexual lobby was outraged, and its lobbyists pushed the Snickers company into complete retreat, dropping not only the commercial, but an entire Website geared to draw the ad's viewers to pay additional attention to Snickers.

The Snickers Website did include other versions of the ad, which were even dumber than the broadcast TV commercial. One had a long-haired elderly man wander into the picture and ask, "Is there room for three on this love boat?" The other two had the kissers drinking motor oil and doing violence to each other to prove their manliness, making it more idiotic to some, even funnier to others.

But the Gay and Lesbian Alliance Against Defamation decried videos on the Snickers Website showing Super Bowl player reactions to the ads and lamented negative reactions as "overt expressions of prejudice." The player reactions were pretty mild, not a parade of hate. Bears wide receiver Muhsin Muhammad scrunched up his face in disgust. Colts linebacker Cato June thought the ad "crossed a line" and went "full throttle." Bears tight end Desmond Clark said after he was told the kissing men had to do 15 takes, "I hope they got paid a lot of money."

All in all, the 2007 Super Bowl ad-fest was a dud, and no one will miss them. So let's hope for a better set of Super Bowl ads next year, and a better Super Bowl -- with the Washington Redskins in it.

Brent Bozell

Founder and President of the Media Research Center, Brent Bozell runs the largest media watchdog organization in America.
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