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JDate Reinventing Self with Video Humor, A La Rainn Wilson

JDate owner Spark Networks, which also owns, says it spends $3.4 million a year on advertising.

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Last week saw the start of a new JDate video ad campaign on Hulu and YouTube, which is slated to reach cable TV later in July. It’s the concluding phase of the Jewish dating platform’s crowdsourced attempt at rebranding,  begun several months ago. According to AdWeek, JDate is challenging amateur copywriters with a free year on the dating service (a $300 value) for their efforts.

Ricky Sans, who provided the tagline “Matzo ball recipes don’t survive on their own, ” stars in a 30-second spot.

JDate worked with Rainn Wilson’s production company SoulPancake,  to produce the humorous videos.

The agency Terri & Sandy helped with JDate’s larger rebrand initiative, “Get Chosen.”

JDate owner Spark Networks, which also owns, says it spends $3.4 million a year on advertising.

Spark Networks CEO Greg Liberman said JDates, like many marketing efforts these days,  operates with a “millennial mind-set.”

“The primary reason we crowdsourced a component of the ‘Get Chosen’ campaign was to engage directly with and give a voice to our members, ” Liberman told AdWeek. “What better way to ensure the campaign is genuine and true to our millennial target than to give them an opportunity to help us create the campaign?”

The campaign will include a Times Square billboard ad.




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