eHarmony Brings Romantic Spark To Life In TVCs

eHarmony Brings Romantic Spark To Life In TVCs

eHarmony is bringing the elusive ‘spark’ to life in its new integrated TV campaign that launches today.

The ads are part of a broader brand evolution for the country’s most trusted dating service, which has recently experienced leadership changes both in Australia and globally.

“eHarmony is one of those rare companies that has leveraged technology to connect people in a way that genuinely enhances their lives. This new campaign is designed to bring that vision to life for Aussie singles in a unique way,” said Nicole McInnes, marketing director, eHarmony Australia.

“As a company, we’ve always stood for love; we’ve been studying it for decades and live for that moment when two people connect in a way that changes their lives for the better. This campaign celebrates those moments and shows that eHarmony can help make them happen,” said McInnes.  

The TV-led campaign, which launches today, was directed by The Glue Society and produced by Revolver/Will O’Rourke, Sydney.

“Within the dating landscape, the category appeared to have moved toward gamification and short-term hookups, and the advertising tended to be really rational, despite the emotional nature of the subject matter,” said Paul Bruty of The Glue Society.

“We wanted the films to tap into the deeper emotions around finding love while demonstrating eHarmony’s unique ability to bring people together that ‘click’. That moment when you just ‘know’ – not just physically, but on a deeper level – is the holy grail of dating. It’s the spark,” added Bruty.

The new campaign features two 30 and two 15 second TVCs that will appear on national free-to-air and pay TV, and extends to below the line initiatives including digital, social and PR.

“This campaign extends beyond TV ads and is the first step in our new brand positioning that’s designed to put the focus back on people and love,” added McInnes.

“The dating culture in Australia has transformed into something that glamorises swiping people in or out of your life, and somewhere along the way it’s become uncool to admit that you want something more. But our research tells us that 65% of Australian singles do want something more meaningful and 61% still believe in finding the ‘one’.

“eHarmony brings a kind of digital serendipity to the process of finding love and we want to share that with as many people as we can,” concludes Nicole. 

CREDITS

Client: eHarmony Australia

Production Company: Revolver/ Will O’Rourke

Writer/Director: The Glue Society’s Paul Bruty

Writer/Editor: The Glue Society’s Luke Crethar

Managing Director/ EP: Michael Ritchie

EP: Pip Smart

Producer: Alex Kember

DOP: Andrew Commis

Production Designer: Joanna Mae-Park

Post Production: The Glue Society Studios

Post Producer: Scott Stirling

Colourist: Christine Trodd

Music: Rumble Studios

Media: OMD




Please login with linkedin to comment

Austereo

Latest News

SurfStitch Unveils New Brand Position & Summer Campaign
  • Campaigns

SurfStitch Unveils New Brand Position & Summer Campaign

Aussie coastal lifestyle brand SurfStitch has announced a bold repositioning with a new brand identity and campaign, “Ready for Everywhere”. Reflecting the brand’s commitment to inspiring people to embrace their lifestyle, whatever it may be, the strategic shift reflects a commitment to facilitating style that adapts to the life its customers lead across a broad […]

Man of Many Welcomes Naman Singh & Alex Martinez
  • Media

Man of Many Welcomes Naman Singh & Alex Martinez

Man of Many has Announced Key Hires Amidst a Year of Extraordinary Achievement Lead image: Naman Singh & Alex Martinez Man of Many, recently crowned B&T media platform of the year, Australia’s premier men’s lifestyle digital publication. Announces the addition of two crucial members to its team – Naman Singh as SEO Content Specialist and […]

realestate.com.au Extends Major Partnership With Sydney Swans
  • Marketing

realestate.com.au Extends Major Partnership With Sydney Swans

Australian property site realestate.com.au has announced the extension of its partnership with the Sydney Swans for two further seasons. Lead image: Tom Harley, Owen Wilson and Tom McCartin realestate.com.au has partnered with the Swans since 2016 and has called the back of the club’s iconic guernsey home since becoming a major partner in 2020. This […]

Avenue C Nabs Paula Lopes From KINESSO
  • Marketing

Avenue C Nabs Paula Lopes From KINESSO

Leading independent media agency, Avenue C, is thrilled to announce the appointment of Paula Lopes as Digital Director. Paula, a seasoned professional with over 17 years experience in the media industry, joins Avenue C from her role as Chief Operations Manager of KINESSO (merger of Reprise, Matterkind, and Kinesso specialities).

oOh!Media Fuses People & Performance At National Annual Revenue & Growth Conference
  • Advertising

oOh!Media Fuses People & Performance At National Annual Revenue & Growth Conference

oOh!media brought together more than 260 of its sales, operations, commercial, marketing, finance and leadership teams last week for its national annual revenue and growth conference. Held over two days at the picturesque Rydges Resort in Hunter Valley, the event ‘Fusing people and performance’ focussed on how to build a high-performance mindset and how it […]

Free TV Welcomes Government’s Prominence & Anti-Siphoning Framework
  • Media

Free TV Welcomes Government’s Prominence & Anti-Siphoning Framework

Free TV has welcomed the federal government’s ongoing commitment to ensuring that all Australians can access their local free television services on connected TVs through the introduction of legislation to implement a prominence framework in coming days. Free TV CEO Bridget Fair (lead image) said: “Right now, Australian viewers are being steered in the direction […]

Tyreright Appoints 27 Degrees Media
  • Marketing

Tyreright Appoints 27 Degrees Media

New-generation media agency 27 Degrees Media has been appointed to manage digital media for national tyre retailer Tyreright in one of its first Australian client signings. Lead Image: Loan Morris – 27 Degrees Media CEO Under the partnership, 27 Degrees Media will be responsible for all digital media strategy, planning and buying, along with influencer […]

farsiight Unveils New Market Positioning Putting Growth for Good Over Growth At All Costs
  • Marketing

farsiight Unveils New Market Positioning Putting Growth for Good Over Growth At All Costs

Brisbane performance agency farsiight has announced the launch of its new market positioning, Growth for Good, in response to a changing business landscape, marking a departure from a “growth at all costs” mentality that has defined the industry in recent years. Agency founders and brother duo, Josh and Ben Somerville, envision Growth for Good as […]

By Land Or By Sea: GoTransit Offers Options Galore For Transit Advertisers In Newcastle
  • Advertising

By Land Or By Sea: GoTransit Offers Options Galore For Transit Advertisers In Newcastle

Australia’s largest privately owned transit media supplier, GoTransit Media Group, now offers unprecedented options for transit advertising in Newcastle – on both land and sea following their successful tender to supply interior advertising inside the popular Stockton Ferries. The national transit media company is already well acquainted with the thriving NSW market, having successfully operated […]

‘People First Bank’ Heritage & People’s Choice Bank Unified
  • Marketing

‘People First Bank’ Heritage & People’s Choice Bank Unified

Heritage and People’s Choice have launched People First Bank, the new name for positive change in banking Australia’s largest customer-owned bank has unveiled its new brand, announcing that Heritage and People’s Choice will be unified under the new name of People First Bank. Chairman Michael Cameron said the highly anticipated new brand offered a compelling […]

L’Oréal Aus & NZ Partner With Great Barrier Reef Foundation, Announcing Large Investments
  • Marketing

L’Oréal Aus & NZ Partner With Great Barrier Reef Foundation, Announcing Large Investments

L’Oréal Groupe Australia and New Zealand have announced one of the largest investments to the Great Barrier Reef Foundation to pioneer new coral restoration efforts in the region. L’Oréal Groupe Australia and New Zealand have announced today a new partnership with the Great Barrier Reef Foundation (GBRF), to help coral reefs withstand the devastating impacts […]