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ADVERTISING CAMPAIGNS ‘Match Affinity’ advert

Agency: Mother London


Dating site has launched a new creative campaign across UK television. Conceived by Mother London the ads introduce a different relationship service from; MatchAffinity ( .

The campaign builds on the success of the popular ‘accidental duet’ ads which told the story of a musical conversation between two would-be partners.

This new British creative is the next in the series of love stories embracing a similar look and feel, but this time showing a couple who realise their affinity for each other through a dance.

Set in a shoe shop, we see a man and a woman who, by chance, tie their laces to each other. They make eye contact as they realise the mistake, and the audience understands that these people are on the same wavelength as tentatively at first, they begin to dance through the shop in perfect step.

While helps its members find love for themselves through customised search, MatchAffinity suggests committed singles users are likely to be compatible with, thanks to the results of the in-depth affinity personality test which all members take upon joining.

“We’ve got 10 years experience in helping British singles find love, and our experience tells us that people look for it in different ways,” said, Country Manager,, Karl Gregory.

“Some like to search themselves whilst others prefer us to suggest people who they are likely to have a real affinity with and this is what the new creative aims to reflect.  MatchAffinity will appeal to those who’d like more of a helping hand on their journey to a lasting relationship.”

The 30 and 10 second spots will run across a number of UK satellite and terrestrial television stations.  Media planning and buying will be handled by Initiative.

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