The conservative Christian group Focus on the Family is sponsoring a “pro-life” ad, featuring football star Tim Tebow, during Sunday’s Super Bowl. Is it right to broadcast the ad? Does this kind of advertising needlessly politicize a sporting event?
CBS made the wrong decision about this ad, but not for reasons most people suggest. Having rejected a Super Bowl ad from ManCrunch.com, a gay online dating service, as too controversial, CBS will nonetheless air a so-called pro-life/anti-choice ad sponsored by Focus on the Family. Both moves are probably good business, but lousy public policy. In fact, the Focus ad is a genuine threat to public health and that is why CBS is wrong.
I have no issue with political ads during the Super Bowl, especially the Focus ad, which actually confounds the usual pro-life/pro-choice dichotomy which defines our ongoing cultural struggles with abortion policy. In fact, the controversial ad affirms a woman’s right to choose, at least some of the time. It also demonstrates the absurdity of calling one’s self pro-life when that position advocates ignoring professionals whose only job is nurturing health and life.
While certainly not their intent, the Focus ad reminds us that both sides affirm life and choice, each in their own way. So in that sense, the ad is quite interesting. But that is hardly the whole story here.

In terms of business and the bottom line, given where the vast majority of Americans stand, and what images we are comfortable with, CBS chose the safest path by rejecting an ad which culminates in two men grabbing each other while watching a football game. Given that CBS is there primarily to make money their decision actually makes sense even if it is lamentable to a portion of their audience.
But as a network, CBS also bears an obligation to be socially responsible and the ad sponsored by Focus is anything but. Telling the story of Florida football star Tim Tebow’s mother and her decision to carry her baby to term, the ad also celebrates that she did so contrary to medical advice.
Suggesting to tens of millions of viewers that it’s wise to ignore the advice of medical professionals, and further suggesting that doing so always works out well is dangerously irresponsible. And it is because of that dangerous irresponsibility that CBS erred in accepting this particular ad.
The Super Bowl is used to sell everything from beer to financial services, so why not views on abortion? But when pro-life becomes advocacy for willful disregard of modern medicine married to a fairy tale ending, we should all say, no.