Popular online dating site eHarmony has launched a new TV ad campaign for its Australian site.
Its latest television campaign explores the well-known dating troubles, using comical reenactments to show the typical problems that singles endure when dating.
The first ad, called Date DÃ©jÃ Vu, shows a young woman who feels like she’s in a Groundhog Day-style cycle of going on the same first date again and again.
The campaign positions eHarmony as being different, because it goes beyond the surface with its long personality-based questionnaire.
The new string of ads follows the company’s previously successful “better matches, better dates” campaign.
eHarmony told AdNews that TV response rates increased 51% following the previous campaign.
The company also said its funnier advertising was driven by market research that said people considered the brand to be too serious.
Earlier in the year, eHarmony also hit out at competition like Tinder with another humorous advert for its UK site, part of its “brains behind the butterflies” campaign.
The new adverts are set to run from this month until the end of this year.
Watch the first advert below: