Match just released first work with global creative agency 72andSunny. Rebel Wilson. In the campaign, Rebel Wilson plays host on a podcast-like show where she puts bad dating behaviours, like sending unsolicited D pictures, ghosting people, getting “zombied” or “mermaided“ on blast while dishing out dating advice. If you are charmed by Rebel Wilson, and her delivery of cheeky lines like "heart on" and "nut milk" you'll probably love this campaign. Like so many other campaigns from 72andSunny driven by the celebrity that stars it, it relies on the celebrity themselves rather than the core concept.
“People are ready to make love, but like actual love. We just needed a way to talk about this timeless topic that wasn’t cheesy or sappy. So, we enlisted Rebel Wilson who can say what we’re all feeling about dating in a relatable but ridiculous way, gave her a pretend podcast, and asked her to help people get their heart on,” said Adam Szajgin, Creative Director, 72andSunny Los Angeles.
“Match has always been about making love – like, real, actual love,” said Ayesha Gilarde, CMO at Match. “In partnership with Rebel Wilson, we are excited to give a voice to the challenges daters face today in a fun and relatable way, all the while encouraging singles to get out there and make some love.”
“Dating shouldn't be a numbers game - or any game at all - it should be about finding YOUR number one partner. So I’m teaming up with Match to start talking about real feelings, real commitment and treating each other like the amazing effing people we are! So for all you hopeful daters out there looking for your person, join me in flipping the script on dating today and let’s make love...some real love.” - Rebel xoxo
Agency: 72andSunny Los Angeles
Director: Neal Brennan
Editors: Frank Effron and Eli Beck-Gifford
Music: Mean Machine
Post / VFX: The Mission