Lavalife Lavalife is more than just a new name for the Webpersonals and Telepersonals brands - the name change represents a desire to re-launch the entire category. Meeting people through the Web or a phone service had traditionally been considered for "losers," so the new brand identity needed to challenge that. Launched for the first time in primetime TV and radio (the category had traditionally been segregated to late-night slots), the campaign focuses on "dating insights" and gives the feeling that there are so many people to choose from at Lavalife, you're bound to find who you're looking for. The campaign was extended specifically for the Manhattan singles market to include a theatre version of the "Sushi" spot, as well as subway transit ads, magazine ads in Time, Time Out New York, Village Voice and Newsweek and a full-page ad in the Sunday New York Times.
Sushi
 
Spot 1
Spot 2
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