Chemistry.com, the online dating site for rejects.

Advertising deconstructed.
July 2 2007 6:45 AM

The Online Dating Site for Rejects

Are those Chemistry.com ads working?

(Continued from Page 1)
Rejected by eHarmony.

What's more, the people in the ads come off as insecure, damaged goods. Frankly, I wouldn't want them in my dating pool. Especially not that woman wearing a mini-vest over a scoop-neck top. Lady, your first step to getting a date is ditching that unfortunate ensemble. Grade: A for the gay-themed ad, C- for the others.

Housekeeping item: In a recent Ad Report Card about vitaminwater, I said that Gatorade would never use a nonathlete celebrity in its ads. Several readers pointed out that rapper L.L. Cool J appeared in a Gatorade ad in 2004. True! Mama said knock me out! In my defense, three years is a lifetime when it comes to brand image. I still don't think the Gatorade of 2007 would feature a nonsports celebrity in an ad. (Now watch Elton John show up in a new Gatorade campaign next week.)