Breastfeeding Mom Used To Promote ‘Cougar Dating’ On LA Billboard

The billboard located at Sunset and Sherbourne is the second head-turning ad from a so-called "cougar dating" website. (credit: Cougarlife.com/Bridge And Tunnel

The billboard located at Sunset and Sherbourne is the second head-turning ad from a so-called “cougar dating” website. (credit: Cougarlife.com/Bridge And Tunnel)

LOS ANGELES (CBSLA.com) — One of the most famous stretches of road in Los Angeles could soon see an uptick in fender-benders thanks to the debut of a controversial billboard.

CougarLife.com, a dating site aimed at pairing older women with younger men, is behind the advertisement on Sunset Boulevard near Sherbourne Street featuring a bare-breasted mom nursing her baby with a caption that reads, “jealous?”.

The ad’s location is no accident: Sunset’s 90069 zip code is reportedly “home to the most cougars in America per capita,” according to Miss Cougar Life, Marlo Jordan, who defines a “cougar” as a woman 35 or older looking to date a “cub” — a man at least five years her junior.

“L.A. is the land of money, celebrities and lots of plastic surgery,” Jordan said. “Cougars typically commit a lot of time and effort to the way they look and self-preservation.”

Last year, the dating site sponsored an expletive-laced billboard on Sunset that featured an attractive blonde woman holding a cocktail, marking the company’s first effort to attract “cubs” for the single moms that make up as many as one-third of the service’s more than 4 million members.

Jordan said this latest campaign was specifically designed to be “attention-grabbing or eye-catching — both necessary elements to break through the billboard clutter found in Los Angeles.”

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