Shalom Life | July 01, 2014

New JDate Campaign A Bit on the Stereotypical Side

Whose Bubbe Does It Best, Stories From Camp, Jewish Grandkids, and matzo balls

By: Emma Mazerall

Published: July 19th, 2014 in Business » World

JDate has been undergoing a complete overhaul as of late – I’m sure you noticed their #getchosen campaign on Twitter – hoping to rebrand itself to appeal to a younger, hipper generation of singles. The new ads, available now on Youtube and Hulu, will hit the airwaves later this month.



The campaign aims to appeal to the single Millennial Jew, riffing on some fairly obvious material: parents who just want their daughter to meet a nice Jewish boy and start having kids, a couple bonding over camp stories, and an argument over the perfect matzah ball recipe.

While these topics might be familiar to 20-somethings in the Jewish dating scene, it does seem a bit like ‘low hanging fruit.’ Sure, they’re relatable, but also a bit stereotypical if you know what I mean. Just because you’re Jewish doesn’t mean you want to meet the parents of the girl you literally just met.

Nobody’s THAT Jewish.



Jessie Kahnweiler, familiar to some from her “Dude, Where’s My Chutzpah” web series, stars in one of the new ads, and seems to think the new campaign will be a hit with the intended audience.

While explaining her enthusiasm for the rebrand, she stated: “Our generation is super-ironic. It’s hard to be schmaltzy with us. We like to embrace stereotypes and poke fun at them.”

Whether these new ads are ironically funny, or just cheesy, is up to you. Or maybe they’re a bit of both?


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