eHarmony is the dating agency that claims it puts people together according to a deeper understanding of what makes them compatible – the result of a personality questionnaire that precedes membership.

Two agencies in two countries in two different halves of the world were given the same proposition for the same brand.

In Aus, The Hallway went for a testimonial approach. The campaign has been running since 2011 and has notched up a lot of success with both the client…

“We are the first dating site in Australia to put real members in front of the camera. These people are our brand advocates and their experiences using eHarmony are not only authentic, but interesting and relatable.” [eHarmony country manager Jason Chuck]

…and with Australians looking for love. (40% subscription growth to December 2013).

This week, a new eHarmony campaign launched in the UK. The British agency went for anything but authenticity.

eHarmony UK agency, Albion – which was appointed in March – also puts an online dating user in its spotlight. Geoff was paired with a camel by another dating site because both are the same age and like long walks on beaches.

The ad relies on the ironic voiceover, for which British advertising is famous, and hyperbole – which does make its point stand out. The brains behind the butterflies is not the sharpest hook in the box, but the ad pulls without it.

Do online daters fall for heart or humour stories? Are they lured by reward or punishment? Wouldn’t it be nice to know and will we?

The brains behind the butterflies was created by David O’Sullivan and directed by Nick Jones through Generator Films.