AsianAvenue.com, an Asian-American social networking site, wanted a 30 second commercial for cable networks. The main objective was to reintroduce the brand coinciding with a site redesign.
Concept:
People connecting through mutual interests was the concept for the spot. We wanted to show varied people congregate and make connections on the site. It plays with the idea of six degrees of separation in that the girl who opens the spot ends it, showing a common link between one person and the next. The design of the cards are references the logo color and style of AsianAvenue.com and was used to connect each person via personal interest stated on the cards. The commercial ends on a romantic note by bringing the last couple together, alluding the dating service provided on AsianAvenue's site as well.