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.