“Find someone who wasn’t on your Birthright trip.” “Shiksappeal is overrated.”
JDate has a new advertising campaign, and—much like the experience of online dating—you’re either gonna love it or hate it. The ads, which launched today online and in New York’s Times Square, have elicited a mix of responses from the Jewish community. For some, the punchlines evoke cheesy (but benign) borscht belt humor. For others, they reinforce negative cultural stereotypes about Jews and gentiles.
Jeff Newelt, comics editor at Heeb and social media/public relations consultant, described the campaign as “obvious and hackneyed,” and many on Twitter agreed:
If my eyes roll any harder they’re gonna roll right out of my damn head http://t.co/F0sjJxKbvS
— Daniel Sieradski (@selfagency) February 13, 2014
Cringeworthy is too polite – @JDate‘s Brash New Advertising Campaign: Clever or Cringeworthy? http://t.co/oUxhUKjrTm via @tabletmag — Tema Smith (@temasmith) February 13, 2014
*cringe* RT @tabletmag .@JDate’s brash new ‘Get Chosen’ ad campaign: clever or cringeworthy? http://t.co/x8GRJOaOVE pic.twitter.com/AhkWZqlF3l — liprap (@liprap) February 13, 2014
But responses were positive too:
A genius is behind the brilliant advertising of @JDate http://t.co/ygUQwNQxkG via @tabletmag
— Andria Kaplan (@Andria_Kaplan) February 13, 2014
I think the @JDate ad is funny and clever, but consider my comedic track record. Also, still not subscribing http://t.co/Oy0HdqQyXa
— Rabbi Josh Yuter (@JYuter) February 13, 2014
Tablet Magazine put the question to their readers on Facebook, and a comment war basically erupted.
Nu, what do you think? Clever or cringeworthy? Would you ditch OKCupid for JDate?