eHarmony hoping you enjoy its new ads more than the old ones

By David Kiefaber on Tue Aug 17 2010


Dating site eHarmony, known for making ads you love to hate, is celebrating 10 years of shady customer service and undercover evangelical Christianity with a new campaign themed "Love begins here." The work features pedicabs, a mosaic of eHarmony couple photographs on a billboard in Times Square and new TV ads from DonatWald+Haque, directed by Errol Morris. The ads mark a change in the company's creative direction, using interplay of music and cutesy images instead of more straightforward information about what eHarmony does. Lucas Donat says this is because "people don't want to be sold to anymore," but a more convincing reason is that they don't need to be sold to. People already know how online dating works. In fact, the stigma against online dating is pretty much gone since we've all figured out that dating sites aren't any more embarrassing than the bar scene. It took eHarmony some time to catch up to their users in this respect, but their ads should get a lot more interesting now. Check out two of the new spots after the jump.

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It's Just Lunch takes to the skies with airline in-flight magazines

Posted on Thu Sep 24 2009


Great, now I can combine my debilitating fear of flying with my abject dread of dating. Sounds like a party! There's nothing strange about the mash-up of the two, according to dating service It's Just Lunch, which has partnered with the in-flight magazines of American Airlines, Southwest and U.S. Airways for surveys, contests and giveaways. In fact, there's a perfectly logical link between flying and courting. There is? Other than me white-knuckling it on either occasion, the overlap's not real clear. Anyway, a recent survey born of the marriage of It's Just Lunch and American Way magazine says 25 percent of fliers reported meeting someone on a plane they would be interested in dating. (I dunno. Head between the knees is not conducive to flirting). Fliers, like some of the rest of us, can be shallow and judgmental, the study found. On a first date, 66 percent said they decide within a half-hour whether they'll see the other person again, and 56 money-grubbing percent consider their date's income a "somewhat important" issue. A full 81 percent called hokum on the soul-mate debate—they think there are many potential matches that could make them happy. (Insert Mile High Club joke here, if you must.) Another survey and sweepstakes are on the way with US Airways' publication, with results expected in late fall. In fairness, It's Just Lunch targets the upscale, business-tripping single professional who's likely to be flitting around the country, sizing up fellow first-class travelers and checking out the dating service's ads in the seat pocket in front of them. An alliance with Greyhound? Heavens, no.

—Posted by T.L. Stanley



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