A close friend of mine worked on that strategy. They never intended to release the advert it was always going to be 'pulled'.
They made it, released a few stories surrounding it being anti-gay and waited for the PC media to get hold of it, which the soon did.
The result: everyones talking about it and showing it without the company behind it having to pay a single bean to have it aired.
You have to admire them for that one