Did anyone notice that eHarmony Changed their TV Commercial Format?

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I have to admit I didn't notice the change.

Back in 2007 eHarmony decided to stop using the TV commercial format that they have been using successfully for the previous 5 years. You know, the one where several couples are used to talk about dating and eHarmony in the same commercial. Greg Waldorf, the CEO of eHarmony though it was too superficial and decided to focus just on one couple per ad. This way the one couple could go more in-depth about what makes eHarmony a great dating site. The other ad format was very successful for eHarmony, but Greg wanted to see if the new formula would create even greater success. By March 2008 the new format commercials were created and the Canadian market was used as an initial test. The commercials were well received and instead of the new commercials airing in June 2008 for the US, it was pushed up one month, to May.

From the commercials I have seen, for the most part the new ads are still pretty similar to the old ads. You still have the white background and the same type of music. The couple speak like they are answering questions from an off camera person and in this way they provide information for the viewing audience. This is very similar to how the old commercials worked. The only thing different is when the camera switches shots, it just focuses on the same couple again to rely more information, instead of a different couple like the old commercials.

Read the full story at The Wall Street Journal. For more information on this popular dating service, read our eHarmony review.