Jdate and Hogarth Worldwide launch funny new campaign you can kvetch about.


By Egotist / / Here’s a fun campaign for you. 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.” “Jdate is very much like a Yenta—tenacious and unrelenting in the search for that one perfect Jewish partner and passionate about the preservation of the Jewish identity,” said Bart Visser, Brand Director at Jdate parent Spark Networks SE, which also owns the Christian Mingle dating service. “Chief Yenta Mimi and her crack team of developers have brought a little slice of Silicon Valley to New York this year, and having mastered JavaScript, Python and PHP, they’ve helped us re-launch Jdate better than ever. So, make like Mimi’s great-nephew and sign up already!”