Waymon Hudson

Chemistry.com brings the gay in new campaign

Filed By Waymon Hudson | April 13, 2008 3:00 PM | comments

Filed in: Media
Tags: chemistry.com, dating, eHarmony, tv

Last year's "Rejected by eHarmony" ads by Chemistry.com took a direct swipe at its competitor for their exclusion of many groups, including gays and lesbians. This year, the two-year-old dating website is continuing to promote itself as "a progressive, non-judgmental brand" stating simply: "Our mantra is come as you are."

Chemistry.com is launching a $40-plus million campaign centering around four new TV spots. The ads feature different couples, including one gay couple, reciting mock wedding vows. The campaign will run primarily on cable stations such as Bravo, Food Network and TNT.

Watch the commercial after the jump...

iPhone users: Click to watch

So the ad is kind of cute. I've long liked Chemistry's pokes at eHarmony and it's blocking of gays and lesbians. It's a little on the cheesy side (a gay make-up joke... very original...), but I do like the fact that it puts the couple on the same level as everyone else and shows nice intimacy between them.

I actually have been trying to think of a mainstream commercial that had two men holding hands like this and can't come up with one. So it's a step in the right direction.

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W - you're just mad that you didn't think of the "Don't tell about the bronzer" vow before you got hitched. :)

It's a cute ad.

Robert Ganshorn Robert Ganshorn | April 14, 2008 3:17 AM

A supermarket? Where are the June Taylor dancers?