Shoots for Unsexy in New Ads


After Bob Garfield demolished them for disseminating unrealistic online puffery, we're impressed by's latest initiative, which takes a more intelligent approach than vapid sex-obsessed competitor True. The aim is to draw warmth to from people who still pan online dating as creepy, oversexed or are simply just too shy.

It came as a surprise when we learned not everybody is won by a sex-based approach. What do you mean sex doesn't always sell? Of course it does. That's why the phrase is "Sex sells" and not "Sex only sometimes sells" or "Sex just sells if you're living an ongoing abnormal state of puberty." No. It always sells.

Campaign by New York-based Hanft Raboy & Partners.

by Angela Natividad    Jan-29-07   Click to Comment   
Topic: Campaigns, Good, Online   

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Read Adweek's October 17, 2005 piece, "Does Sex Really Sell?" A study by Media Analyzer Software & Research that included a survey and visual behavior testing called sexy ads "polarizing" for men and women. Does sex sell to women? Survey says, not so much.

Posted by: Maryann Devine on January 29, 2007 1:04 PM

The Journal did an excellent piece on Match this weekend. Apparently Match's growth is being driven by silver haired foxes... Read the excerpt on

Posted by: Mortarmark on January 30, 2007 1:25 AM