Steamy hookups are not quite what they seem in these spots from Match

Pan-European campaign from Marcel supports brand's new platform 'Start Something Real'

Published On
Jan 03, 2020

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Dating site Match is encouraging people to "Start something real" with its latest brand platform, as it targets singles who want relationship commitment as opposed to a quick hook-up.

To emphasize that point, the brand created a series of European ads via French agency Marcel in which seemingly steamy scenarios are suddenly revealed to be something quite different. For example: what looks like a sexy dance is actually a man lulling a baby sleep as his partner looks on adoringly. A couple who are making the house shake as they seem to have a really good time are actually hanging their first picture together. And what looks like a strip tease is actually revealed to be a woman making room in her wardrobe for her partner.

The campaign comes as Match is targeting single parents as a key target. According to the brand, 48 per cent of singles on its platform have children and the brand acknowledges that it's often more difficult for them to start real  stories and trust new people. 

"The message this campaign delivers has a particular resonance," said Youri Guerassimov and Gaetan du Peloux, executive creative directors at Marcel Worldwide, in a statement. "In a society that values casual dating and one-night stands, it feels good to tell the world that more serious relationships and commitment are as cool and sexy."

Directed by Truman & Cooper, this campaign will roll out in France, the U.K., Italy, the Netherlands, Spain, Sweden and Norway, accompanied by radio, social and digital elements.


Jan 03, 2020
Client :
Agency :
CEO Match Group EMEA & APAC :
Alexandre Lubot
CEO Meetic Croup :
Matthieu Jacquier
Chief Marketing Officer :
Céline Boudiere
Brand & Consumers VP :
Jerome Riviere
Global Marketing Manager :
Julie Deffontaines
Senior Marketing Manager :
Emelie Fauque
Digital Marketing Manager :
Clara Lesaulnier
VP Business Line :
Héloise Des Monstiers
VP Business Line :
Joanna Pons
Pascal Nessim
Charles Georges-Picot
Chief Creative Officer Publicis France :
Anne de Maupeou
Executive Creative Director :
Gaetan Du Peloux
Executive Creative Director :
Youri Guerassimov
Creative Director :
Clement Sechet
Art Director :
Laura Aondio
Copywriter :
Francesca Vitello
CSO & Managing Partner :
Nicolas Levy
Associate Director :
Sebastien Jauffret
Account Manager :
Barbara Cruchet
Account Executive :
Claire Sioufi
Senior Strategic Planner :
Léoda Esteve
Junior Strategic Planner :
Alexandre Honore
TV Producer :
Cleo Ferencz!
Project Director :
Eva Castrillo
Project Manager :
Lola Vezant
Social Media Manager :
Constance Bonardi
Social Art Director :
Audren Breux
Social Art Director :
Claire Lozach
Social Film Editor :
Julien Hannedouche
Social Film Editor :
Jinyun He
Motion Designer :
Vincent Iweis
Production Company :
Director :
Director :
Producer :
Valentine Gomes Ferenczi
Director of Photography :
Benoit Soler
Production Director :
Alexis Fonvielle
Production Coordinator :
Arthur Huerner
Post Production :
Post Producer :
Eloise Rey
Post Producer :
Coralie Duarte
Sound Production :
Producer :
Greg Gallian
Sound Mix :
Jean Luc Verschelde

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