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.