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.