EHarmony’s new inclusive ads are enraging some on the right

Once viewed as unwelcoming to the LGBTQ community, popular online matchmaker eHarmony has gone through a queer-friendly rebranding of late.

The site, which boasts more than 2 million messages a week, began offering same-sex matches in 2019. This winter, it launched its first queer-inclusive commercial, featuring a lesbian couple.

The ad, “I Scream,” is part of eHarmony’s current “Real Love” campaign and opens on a female couple in their kitchen. In between kisses, one woman tastes her partner’s cooking and makes it clear she’s not a fan. The pair wind up on the couch enjoying a pint of ice cream and going in profily mytranssexualdate for another peck.

Gareth Mandel, chief operating officer at eHarmony, told NBC News it was important that “our ad campaigns, our platform, and everything else we do accurately reflect what real love, real dating and real relationships look like both today and always.”

“We’ve spent substantial time recently bringing our entire team together to formalize a company mission and values statement that reflects who we are today,” he said, “Explicitly reflecting a brand and a workplace that strives to be safe, inclusive and welcoming to each and every member of our community.”

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