Donat/Wald Keeps True Love Stories Coming

LOS ANGELES Online dating service continues a campaign featuring real couples who met using the Web site in a series of new television spots, the company said today.

The effort, from Donat/Wald in Los Angeles, includes six 60-second and three 30-second commercials showing couples that are either married or engaged. The ads also feature eHarmony founder and psychologist Dr. Neil Clark Warren, who discusses the process the service uses to match couples. The campaign employs two taglines: “Who knew science and love were so compatible?” and “Fall in love for all the right reasons.”

Ads are running on network broadcast and national cable. The Pasadena, Calif.-based company is spending$40-45 million on TV advertising this year and $12 million on radio, according to a representative for eHarmony. The company had $12 million in overall media expenditures through October 2003, according to TNS Media Intelligence/CMR.

According to the client, TV ads running during the third quarter of 2003 generated more than 250,000 new eHarmony members.

“This advertising is working because it features real couples who met their significant other on,” said Lucas Donat, CEO and senior creative director at Donat/Wald, in a statement. “It is so clear that they are deeply compatible and radiantly in love.”

The campaign also includes six print ads and three radio spots.