eharmony Focuses on ‘Radical Honesty’ Over Treacly Romance in New Ads

ADWEEK – A new campaign for eharmony embraces radical honesty. Freshly showered and wrapped in a towel, a man takes a peek in the bathroom mirror and realizes there's a giant blemish on his shoulder that he can't quite reach. His solution is to ask his boo to play a round of Dr. Pimple Popper. All together now: Awww, so sweet.

The video series launches today. One spot highlight a woman who helps her partner mourn the death of a beloved houseplant. Another shows a man who goes into DJ mode to cheer up his beau after a lousy day at work. "Real romance-it's about depth" says Natalia Fredericks, creative director at eharmony's agency Party Land.

eharmony's goal is to help daters "express their personality and individuality so they can make genuine connections where they feel comfortable being themselves" said Patrick Moore, brand lead. Will air on Hulu, PlutoTV and networks in the U.S., Canada, U.K. and Australia, also podcasts, digital and social media buys.

by T.L. Stanley
See full article at Adweek

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