Match.com says "Don't wait for Cupid and Fate"

Adland: 

Hey adgrunts, did you know that on Match.com started 2008 with a major UK advertising campaign, introducing two new characters, Cupid and Fate? Well they did, and since I have a major deadline looming (wish me luck! it's a pitch!), I'll just post and show you the release and all the pretty posters and the five films inside.

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.

The desperate duo reminds singles that relying on Cupid and Fate is not a sure way to find love with the tagline - ‘Don’t wait for Cupid & Fate. Find love for yourself at Match.com’.

Jason Stockwood, Managing Director of Match.com International says: “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.”

The “Cupid and Fate” campaign has been devised by Match.com’s long-standing creative agency, New York’s hanft raboy and partners (HRP), creative communications planning by London outfit, Monkey Communications with M2M handling the media buying.

The TV campaign will feature up-and-coming actors Spencer Jones as Fate and Glenn Hirst as Cupid. The TV is being directed by Nick Jones, known for his work with top comedians Simon Pegg, Mitchell & Webb and the 118 118 commercial campaigns. The TV is being produced by Emma Johnston.

The new campaign will incorporate a major TV push throughout the first quarter, combined with national radio, heavyweight outdoor and tube media, supported by viral initiatives. The campaign will run throughout January and February, with further bursts later in the year.


Match.com - Cupid "Existential" - (2008) :40 (UK)

Match.com - Cupid "Aerobics" - (2008) :40 (UK)


Match.com - Cupid "Mix and Match" - (2008) :40 (UK)


Match.com - Cupid "Grooming" - (2008) :15 (UK)

Match.com - Cupid "Skate belly" - (2008) :15 (UK)

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

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