Officially launching on New Years Eve across ITV, C4, C5, GMTV and satellite channels, the ad campaign features Cupid and Fate as a lazy, hapless comedic duo. Instead of connecting two star-crossed lovers, the 30’’ and 10’’ spots feature the twosome shirking their responsibilities with useless, time-wasting pursuits like filling in magazine quizzes, riding their tandem bike and doing their hair.

"Why spend your life waiting for Cupid & Faith?" the ad asks. Why indeed.

Agency: Hanft Raboy and Partners