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SAN FRANCISCO Yahoo! is launching a branding campaign for its Personals site that capitalizes on the excitement of first dates and the early days of a relationship.
The “Believe” campaign encompasses television, radio, outdoor and online ads. It will roll out with a 30-second TV spot from Black Rocket Euro RSCG here that will air during the Academy Awards broadcast on March 23. The commercial, called “Big Night,” includes a clever series of vignettes—a guy in cowboy garb picking out his hat, a single mother whose 4-year-old daughter helps her choose earrings—depicting singles getting ready for a date.
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