Jewish dating site Jdate has launched “Yenta Programmers,” its first advertising effort in three years. The campaign is currently running on 300 billboards in Manhattan and Brooklyn.
“Back in the shtetl days, old Jewish women, or Yentas, served as matchmakers. It was their job to bring couples together and keep the tribe alive,” explained independent creative director David Roth, who created the campaign with Hogarth Worldwide. “Our campaign casts the traditional yentas as Jdate programmers coding through the night to build the best Jewish matchmaking site.”
In the advertisements, three adorable grandmothers wear the typical Silicon Valley programmer outfit (branded hoodie & t-shirt, beanie, and oversized headphones). But the ladies are smartly accessorized with age-appropriate fashion like orthopedic shoes and clunky granny glasses. To re-enforce the tech company setting, they are surrounded by energy drinks, post-it notes, and laptops.
Jdate most recently advertised in 2014 using crowdsourced creative. That effort, which targeted millennials, was titled “Get Chosen” and contained cheeky copy such as "Meet Mr. Right to Left” and “Because Dating Shouldn't Be as Hard As Parting the Red Sea.”
Outdoor advertisement created by David Roth & Associates, United States for JDate, within the category: Professional Services.
Creative Director: David Roth
Associate Creative Director / Art Director: Shaun Bruce
Copywriter: Yuriy Mikhalevskiy
Marketing Agency: Hogarth Worldwide
Senior Account Manager: Lauren Weinfuss
Assistant Producer: Nora Krupitsky
Art Buyer / Producer: Sabine Rogers
Client Services Director: Frank Carvalho
Photography: Randal Ford Photography
Production Company: Lockbox Productions