JDate: Kvetch All Day. Code All Night

Credits & Description:

Category: Professional Services
Media: Outdoor
Advertised Brand: JDate
Campaign Title: Yenta Programmers
Creative Agency: David Roth & Associates
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
Client: JDate
Chief Marketing Officer: Mark Ody
Global Head of Brand Marketing: Bart Visser
Brand Manager: Laetitia Pélatan
Published: January 2018
Synopsis:
“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.