In an attempt to make online-dating the new natural way of dating Match.com has launched a multi-million pound national advertising push to ring in the new year.
The new campaign shows the hapless duo Cupid and Fate realising that Match.com is doing their jobs rather too well.
The campaign encrouages viewers not to sit around waiting for Cupid and Fate to strike and instead log on to Match.com, with 50% of the creative being dedicated to the dating site's new personality test.
In one TV spot Fate and Cupid joke about each other's personality types, while in other Cupid asks Fate how comfortable he is with people kissing in public.
The 10 and 30-second TV spots will be shown across ITV, Channel 4, Five and satellite channels in major bursts across the year.
Inaternational managing director Match.com Jason Stockwood said, "We believe love to too important to be taken seriously which is why all our campaigns have a sense of humour. The new campaign is entertaining and motivating, urging people not to wait for Cupid and Fate in their quest for love and visit Match.com instead."
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