Agency: hanft raboy and partners (HRP)
Online dating site Match.com has launched a major 2008 UK advertising campaign, introducing two new characters, Cupid and Fate.
Instead of connecting two star-crossed lovers, the lazy, hapless comedic duo are shown shirking their responsibilities with useless, time-wasting pursuits like spending time down the pub, filling in magazine quizzes, riding a tandem bike and doing their hair.
Screening on ITV, C4, C5, GMTV and satellite channels, the ads close with the tagline - ‘Don’t wait for Cupid & Fate. Find love for yourself at Match.com’.
The TV has been directed by Nick Joneswho was behind the successful 118 118 commercial campaigns.
The initial January and February campaign burst is being backed by national radio, heavyweight outdoor and tube media, supported by viral initiatives. There will be further bursts later in the year.
UK Managing Director of Match.com, Jason Stockwood, said, “At Match.com we aim to “Make Love Happen” and yet time-and-time again we hear singles say they are holding out for that chance meeting with the “One”.
“That may well happen but our new campaign says you just might need a helping hand to open the door to your perfect match.”
Creative communications planning by London outfit, Monkey Communications with M2M handling the media buying.