Match.com gets real in the fight against fake love

A new tagline positions the dating service as the most authentic option

Published On
Jan 07, 2019

Editor's Pick

Successful online dating requires discerning fact from fiction. Profiles, like social media personas, are easy to exaggerate, so figuring which potential matches might actually be authentic, interesting people is tough.

A new campaign for Match.com from Marcel leans into fears about being fooled by online partners. In a world with fake news, fake followers, fake filters and fake TV, a 45-second spot directed by Helmi positions Match as the answer to other, less trustworthy sites. Rather than trying to impress each other with phones and fans, two women linger at a café and talk.

Match.com’s price tag, often used as a selling point for competitors who are cheaper or free, is a benefit here. People who don’t want real, meaningful relationships, the reasoning goes, are less likely to pay the subscription fee just to meet people they don’t plan on ever seeing again.

The campaign also includes a new tagline: “Start something real.” The spot is running in multiple cuts across Europe on TV and in digital and cinema placements. A radio spot features the stories of real couples who met on Match.com.

Credits

Date
Jan 07, 2019
Client:
Match.com
Agency:
Marcel
CEO:
Alexandre Lu Bot
Chief Marketing Officer:
Karine Dussert Sarthe
VP Brand & Consumer Europe:
Emilie de Fautereau
Marketing Manager Europe:
Julie Deffontaines
Social Media Manager Europe:
Clara Lesaulnier
CEO:
Pascal Nessim
CEO:
Charles Georges-Picot
Creative Chairman:
Anne de Maupeou
Creative Director:
Gaetan Du Peloux
Creative Director:
Youri Guerassimov
Art Director:
Clement Sechet
Copywriter:
Antonin Jacquot
Managing partner & CSO:
Nicolas Lé\.Y
Strategist:
Léoda Esteve
Associate Director:
Sebastien Jauffret
Account Director:
Alexandre Kobylko
Project Director:
Eva Castrillo
Social Media:
Anh-Dao Lepinaux
Social Media:
Inès Del Fabbro
Agency Producer:
Cleo Ferenczi
Production Company:
Insurrection
Director:
Helmi
Director of Photography:
Julien Poupard
Producer:
Erinn Lotthe Guillon
Line Producer:
Sybil Esterez
Post Production:
Prodigious
Post Production:
Celine Gourdon
Sound Production:
Prodigious
Sound Production:
Marion Gourdon
Editor:
Megatrax
Producer:
Megatrax
Composer/Author/Performer:
Daniel Merlot
Composer/Author/Performer:
Adam Aukai Le Blanc
Composer/Author/Performer:
Aurelien Ronan Xavier Poudat
Composer/Author/Performer:
Aurelien Alexandre Chavoix
Composer/Author/Performer:
Stefan Broadley
Composer/Author/Performer:
Sam Mehran
Composer/Author/Performer:
Michelle Yerhyn Choi
Author/Composer:
Robin Hannibal
Author/Composer:
Moelsted Braun
Author/Composer:
Michael Edward Milosh
Performer:
RHYE
Editor:
Universal
Editor:
MCA Music Publishing
Editor:
Downtown Music Publishing
Master Owner:
Universal Music
Press Relations of Match:
Christie Kristensen

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