Agency: Mother London
Leading dating site, match.com, has launched new creative across UK television as part of its 2010 ‘Start Your Love Story’ campaign.
The series of ads aims to build on the initial teaser campaign which launched over the New Year and featured the charming Jack and Jill icons telling modern, everyday, love stories.
The new creative by Mother London is set in a music store on London’s Southbank and tells the story of a musical ‘conversation’ between two would-be partners. The film begins as a man in his mid-twenties enters a music shop and casually picks up an electric guitar.
We also see a woman of a similar age browsing magazines and later looking at an electric piano. Unaware of each other, they coincidentally play a chord in unison. And, slowly, as they hear one another, they begin a duet.
It is not until the end of the song that they make eye contact and, in this moment, the audience knows that this is actually a very first glance of a new love story. The advert closes by reminding the audience that to start their love story, they should visit match.com.
Shot by Academy Film’s directors Si and Ad, this creative aims to capture that ‘butterfly moment’ you feel when you first find someone special, reminding people how romantic it can be to meet your match.
The advert is filmed using anamorphic lenses to give the look and feel of a movie and features hot new acting talents Amber Anderson and James Connelly in the starring roles. Amber is soon to star in director David Gordon Green’s new comedy Your Highness, starring James Franco and Natalie Portman.
The music running through the narrative is a bespoke piece created for match. Titled ‘Just like me’, the lyrics talk about the pair’s personal nuances, likes and traits, providing an interesting parallel to how people get to know each other on match.com and touch on some of the many reasons why we fall in love in the first place.
It is backed by a simple piano and guitar accompaniment which are played by the two actors in the advert. A full two minute version of the track has been recorded.
The 60, 30 and 10 second spots will run across a number of UK satellite and terrestrial television stations with media planning and buying handled by initiative. The 30s and 10s will be used to reinforce match.com’s success in the UK and will carry the line; ‘At match.com we’re proud that 160 members leave us every day… as couples.’
“This campaign aims to capture that moment when you realise you have met someone you have genuine chemistry with,” said UK Country Manager, match, Karl Gregory.
“ The moment you know that this could be the start of something, the start of a love story. In our experience, we’ve found that it is often the little things such as a shared interest or common love – like that of music - which sparks a relationship. “