Dating site rebrands with animated TV ad

Dating website has undergone a rebrand led by an animated TV ad featuring characters designed to appeal to different types of consumers.

The campaign, created by US Sydney, has scraped the old tagline “Make love happen”, for “Where you found me”.

The TV ad centres around two characters – a pea and a carrot – who are destined to be together but keep missing each other.

Around them are over 20 characters who walk around with their perfect partner such as a knife and a fork, a salt and pepper grinder and a strawberry and cream – created to target food lovers.

Fitness fanatics are targeted with the character of a shoe and a sock, while a rabbit and a hat is aimed at people who have an interest in magic.

The animation was carried out by Miami production agency Friends With You.

Josh Moore, US Sydney executive creative director, said: “The whole idea is to be more engaging on a more emotional level.

“’s competitors tend to talk about the science of online dating and use a lot of generic stock imagery. We found that people don’t relate to that. Whereas people can project themselves into the characters in this ad – the characters they can identify with.”

The song in the TV ad was composed by Nylon Studios and lyrics written by US Sydney.

The campaign will be supported by radio, online and promotional activity.


  • Client –
  • Ad agency – US Sydney
  • Strategy – Lucid
  • Production company – Friends With You
  • Sound – Nylon Studios
  • Media buying – OMD

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