Dating commercial zoosk
The campaign is the first work for Zoosk by Muhtayzik/Hoffer in San Francisco; “Muhtayzik” is the pronunciation for the surname of the agency’s co-founder and executive creative director, John Matejczyk.“We looked at the whole category of online dating, and it seemed strange that this thing that should be intimate and personal was being sold like a used car, with promises like, ‘Most marriages on this site! Matejczyk said.“There’s this false, overburdened approach to dating with these sites that are so much about getting married, but just ‘falling in like’ with someone is more attainable,” he said.
COM and e Harmony have tussled over which dating website has spawned more marriages, and in August, a self-regulatory advertising panel ruled e Harmony should discontinue marketing claims including “#1 Most Marriages.”The National Advertising Division, an arm of the Council of Better Business Bureaus, ruled that the survey on which e Harmony based its claims was inadequate.
In 2013, Americans spent .2 billion to find romance, 75 percent of it for online and mobile dating services, according to IBIS World, a research firm.
Jeremy Edwards, an analyst with IBIS World, reviewed the new Zoosk commercial, and said it was “well done, but not really a departure from what we’ve seen more recently” from dating sites.
“Love does not come first,” the voice-over concludes.
“First comes like.”Hugo Stenson directed the spot, which will be introduced on television on Monday, with a minute-long version appearing only online.