eHarmony, the Internet dating site, makes a point about spreading "everlasting love" in its advertising, and now has a theme song to emphasize it. In a campaign that broke Wednesday, the
Donat/Wald Company, which specializes in direct response advertising, launched a new TV, radio and print DR campaign for the love site, featuring the Natalie Cole hit, "This Will Be" (the
chorus features the refrain "everlasting love").
The campaign expands on a previous campaign that was chosen "Best Short Form Intellectual Property" by the Electronic
Retailing Association earlier this year, as the new spots feature real couples--who met through the online relationship service--telling their stories. The TV ads are currently airing on various cable
networks, and will continue through the second quarter of 2005.
--D.K.
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