The campaign will promote Gaydar's in a one-off television commercial, which will be aired during the MTV Awards in August.
A second ad will be run in the US, Germany, France, Spain, the Netherlands and Australia, but not in the UK, where is already the number one gay dating website.
Nation 1 has been hired by QSoft Consulting, which owns Gaydar Radio and the Gaydar websites. Gaydar Radio broadcasts to the UK on DAB and Sky Digital, as well as online, and has around 1m listeners a month.
The company is running the ads as part of a multimillion-pound marketing initiative to increase listener figures and drive traffic to the Gaydar sites.
Nation 1's owner and managing director Andrew Grant has promised that the campaign will be controversial.
"They are going to be so far from traditional gay ads. We want people to sit up and say, 'Did I see what I think I saw?' It's probably going to get thousands of complaints and I hope it does," Grant told the Sunday Herald.
MTV was at the centre of a controversy earlier this year because of Janet Jackson revealing her nipple at the half-time show it produced for the Super Bowl. The network apologised for any offence it caused, but blamed Jackson for the stunt, which executives said had been decided on after the final rehearsal.
Nation 1 also works for Lloyds TSB, the Royal Scottish National Orchestra and Glasgow City Council.
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