Just about everyone has seen the Las Vegas tourism campaign, in one form or another. It’s very easy for anyone who’s spent a few days in Sin City to recognize how smartly truthful this concept is and nod with a wry, knowing smile after seeing it. It’s remarkable that even an eleven year old child who has never been to Las Vegas can also “get it.” At a birthday party not long ago, a few boys (my son included) made some harmless, but extreme mischief. The parent in charge offered them a deal: if they cleaned up the house, she wouldn’t tell their parents. Their response? “You mean like what goes on in Vegas stays in Vegas?”

About a month ago, Starbucks ran a full page brand ad in the New York Times showing two interlocking coffee rings, with the word “hi” written in the place where the rings intersected. The headline read “Reconnect.” Looking at this ad made me nod my head and think about how the perfect cup of coffee would include spending time with someone I care about, having a relaxing conversation and catching up. It’s much more than about a great tasting product in a great atmosphere. The ad spoke to a higher order need and made me want to go sit in a coffee shop and spend time with a friend, maybe even at Starbucks. There was truth in the heart of this message, and that’s why it was so effective.

E-Harmony doesn’t get you a date. They race past all manner of foreplay and get right to the heart of what many people using online dating services are really looking for: a soul mate.