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Agency: Mother

Dating site. has launched a new campaign which aims to position itself at the very heart of British culture, building on its heritage as an expert in love and relationships.

Created by Mother, it sees a fresh role for the Jack and Jill icons, synonymous with previous advertisements. For the very first time, they will be telling their own love stories but the call to action is always the same, asking members and potential members to ‘start their own love story’ at

The first spot sees the Jack and Jill icons at a bus stop shyly checking each other out.  The audience sees the seasons change and the months pass, but nothing happens between them until one day it starts to rain and Jill opens her umbrella and signals for Jack to come under and shelter from the rain. 

They give each other a look and the audience knows then that this is the start of something good.

“We’ve been helping start relationships for almost a decade and, in that time, we’ve led the category from being a niche way to meet someone to being as popular as finding a partner at work. match works - a new relationship now begins every 10 minutes on the site - and we wanted this success to be reflected in our advertising,” said Marketing Director and Acting UK Country Manager, Karl Gregory.

“We are very proud of this campaign and, it gives a hint to the direction we will be pursuing as we move into 2010.”

The 30 and 10 second spots will run across a number of UK satellite and terrestrial television stations. match will continue to invest in TV spend throughout 2010 in conjunction with a fully comprehensive marketing campaign.

The campaign builds on a successful 2009 for which saw it build on its leader position in the UK.

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