August 16, 2010

eHarmony® 10th Anniversary Ad Campaign Declares:
Love Begins Here Academy Award®-Winning Documentarian Errol Morris Directs
New eHarmony TV Campaign

PASADENA, Calif., August 16, 2010 – eHarmony®, a well-known consumer Internet brand, has introduced a new marketing campaign that offers hope and encouragement to single people who want to find their own true love. Directed by Academy Award®-winning documentarian Errol Morris, the new “Love Begins Here” campaign celebrates the joy that comes from being loved for exactly who you are. The first ads in the campaign begin airing today.

Featuring actual people who met through eHarmony, a spot called “What If?” inspires singles to believe that their other half – the partner who can love them deeply, genuinely and completely – is out there and that eHarmony’s proven matchmaking process can help bring them together. It asks, “What if you could just be you?” “What if you had your last bad date?” and “What if you could be loved for exactly who you are?” It ends with the reassurance, “You can.”

Another spot called “If It’s Love” features real eHarmony couples sharing intimate moments in a variety of settings – swinging on a hammock, singing karaoke, and sharing an underwater kiss. The ad is set to the song of the same name by the band Squeeze.

Future iterations of the ads will feature eHarmony success couples and current eHarmony members talking about their experiences and motivations for using the service.

“For the past 10 years eHarmony has been dedicated to matching singles for deep, meaningful relationships,” said the company’s Chief Executive Officer Greg Waldorf. “We are committed to scientific research that helps us understand love at its deepest levels. We invest in sophisticated computational science to offer the best online matchmaking experience. With an average of 542 people getting married every day in the United States,* eHarmony has an unparalleled track record of creating loving relationships.”

“eHarmony is one of the only brands that can rightfully stake a claim on love and Errol Morris has done a brilliant job of letting love speak for itself in this campaign,” added Lucas Donat, CEO of eHarmony’s long-time advertising agency DonatWald+Haque. “This is the first time we have created advertising for eHarmony that has no voice over. Music and images tell the brand story in a way that is more powerfully evocative than anything we have done before.”

“It’s so much easier to create advertising when you believe in what a company does,” said Errol Morris. “eHarmony is a dream company in that respect. They actually transform people’s lives. How can you be cynical about that?”


* 2009 survey conducted for eHarmony by Harris Interactive.®

About eHarmony, Inc. Santa Monica, Calif.-based eHarmony, Inc. eHarmony, Inc. ( was founded in 2000 and is a pioneer in using relationship science to match singles seeking long-term relationships. Its service presents users with compatible matches based on key dimensions of personality that are scientifically proven to predict highly successful long-term relationships. New peer-reviewed research published in Proceedings of the National Academy of Sciences (PNAS) ranks eHarmony as number one for producing the most marriages and the most satisfied marriages. Of all meeting places measured, eHarmony also had the lowest divorce rate.b On average, 438 people marry every day in the U.S. as a result of being matched on eHarmony, nearly 4% of new marriages.b Currently, eHarmony operates online matchmaking services in the United States, Canada, United Kingdom, Australia and Brazil.
bBased on data on 19,131 marriages from 2005 to 2012 by Harris Interactive, couples that met on eHarmony had significantly fewer breakups than couples who met via all other methods combined. Combining methods that account for less than 1% of marriages sampled."

* 2012 survey conducted for eHarmony by Harris Interactive.®

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