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eHarmony, one of the Internet’s largest dating sites, known for their commercials featuring smiling, happy couples, an instrumental version of “This Will Be (An Everlasting Love)” and an adorable little girl pretending to be the granddaughter of eHarmony founder Dr. Neil Clark Warren, has just upped the ante in their advertising game by hiring Limp Bizkit frontman, Fred Durst, to direct their commercials.
I’m not sure what Fred Durst is doing anywhere near a dating website other than having a profile on one to tame some popstar strange, but I’m sure he’ll bring something ridiculous to the table.
eHarmony is looking to make a big national push to reach a broader audience by producing commercials with a humorous spin, rather than the real-life success stories that the dating site usually features in its advertisements. Because when I think of hilarious people with experience in writing and directing comedy, I think of Fred Durst.
The good people at eHarmony love Mr. Durst, so who am I to question? “People have a heavy enough life,” said Neil Clark Warren, eHarmony founder and CEO. “They just like to see something that makes them laugh a little bit.” According to Dr. Warren, he will remain in the ads as well, saying that his presence in the ads help maintain the brand’s credibility.
Yeah, bullshit, Grandpa. You just like seeing yourself on TV. Not that I blame you.
According to AdAge, the first of three spots helmed by Mr. Durst features “Caroline,” an actress cast as Mr. Warren’s granddaughter from an earlier ad, and a boy who wants to sign up for eHarmony, seen here.
The second spoofs the trials of dating as unsuspecting singles trudge through disastrous evenings with a witch and an ogre. Hopefully that one drops around Halloween so as to, you know, make sense. The final ad in the trio is set during an ultra-competitive bouquet toss. Now where have we seen that before?
“These particular commercials are more fun than I’m used to seeing from eHarmony campaigns,” said Mr. Durst, “but you can relate to them in a way that makes sense on many different levels for many types of people.”
Well, if they’re anything like the “Break Stuff” video, I’m on board.
Hopefully this union between Mr. Durst and eHarmony will be a little more “This Will Be (An Everlasting Love)” and a little less “Its all about the he says she says bullshit /I think you better quit/ Lettin’ shit slip /Or you’ll be leavin with a fat lip,” but that remains to be seen.