Recently, Chemistry.com ran the following commercial, on various cable networks. I've seen it on Discovery, BBC America, History Channel, and Food Network.
Now, color me surprised when this ad got pulled fairly quickly.
Do women generally like this sort of thing? Yes. Go check the comments at the Youtube site, see for yourself. I'm sure it's "cool" with the trendy set as well.
Do men who are likely to want to use Chemistry.com like this sort of thing? No. They'll hate it. Desperate, lonely guys wanting a girlfriend get ... gays on the screen?
Chemistry.com just killed their brand. Since men make up the paying customers. Women don't need and don't form the majority of the customers of dating sites.
Dating sites generally fail, because it's like that "nude beach scene" in "Eurotrip." A total "sausage fest." Far too many men, not very many women. Men can need dating sites, it's hard for some to meet women, particularly those shy, without much of a social network, and new in town. Women don't need dating sites and therefore mostly don't use them, except occasionally as either an ego booster, or more often as a screening device (and that only for income, really).
This stands as another monument to the lack of competence in the creative class. It should be a simple task: sell lonely, desperate guys that Chemistry.com will solve their romance problem. Instead, the ad agency made a "statement" which no doubt made all their ad buddies proud and boosted their own status in the ad business.
But now, for every guy who saw that ad, Chemistry.com is not for them. It's for gay men. Not straight guys looking for a date. Made worse of course by the choice of the actors, who resemble the target market of cube dwellers too much.
More evidence of lack of simple competence among the creative class. Even simple things can't get done right, because no one has a clue about the social realities beyond the terminally trendy.