eHarmony continues ‘Brains behind the Butterflies’ campaign with fresh ad

Dating website eHarmony has extended its long-running ‘Brains behind the Butterflies’ campaign with a fresh ad featuring a boar.

The campaign is based on the concept that some other sites use only basic information to find you a match and plays on the idea this could see an animal considered as a perfect partner.

Following on from ‘Camel’ and ‘Tortoise’, the new ad creative ‘Total Boar’ shows single woman Jenny – who lists being a ‘foodie’ in her profile – paired with a giant pig.

In a slight alteration to previous executions, the advert now ends a positive resolution to the bad match – with the boar changing to a better, human match, with the voice over highlighting eHarmony’s benefits in a bid to reiterate the brand’s values around hope, honesty and love.

It will launch across TV, including C4, E4, ITVBE and ITV2.

Romain Bertrand, UK country manager at eHarmony.co.uk said: “The brains behind the butterflies creative has been highly effective to date, and we’re looking to build on this success and further cement our ‘better matches’ brand differentiation in 2016.

“Customer insight and data play a huge part at eHarmony, whether it’s informing our communications or leading our product roadmap and investment in UX. Here we invested in qualitative research to stress-test our creative to see how we could make it work even harder for us; from adding new elements whilst evolving others that have worked particularly well, such as the humour derived from the animal characters. I’m excited to see this next iteration launch and the response we receive.”

The work was developed and produced by creative agency Albion London.