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Match Says Commitment Is the New Sexy with Comedic Campaign

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Marcel debuts a series of quotes that prove commitment can lead to serious relationships without losing sexiness

Match Says Commitment Is the New Sexy with Comedic Campaign

Today, you can date almost anyone, anywhere, anytime. But sometimes with dating comes disappointments and considerable fatigue. A recent TNS KANTAR study for Match shows that today, 45% of single women complain about the lack of commitment of other singles.

In this fast-dating-apps environment, a lot of singles are constantly tempted to date someone new, thinking the grass is always greener somewhere else. This leads to meaningless connections between people, unpleasant dating behaviours and an absence of commitment.

On the other hand, many singles are still ready for a real story. They are willing to commit to their search for love, have the right intentions and are truly invested in their dates. These are the kind of singles you can find on Match.

Unfortunately, in recent years, modern dating often portrayed this great mindset as old-fashioned and boring in favour of swipes and unlimited exploration. When you’re listening to them, commitment may sound like a bad word. That’s why Match has decided to do the exact opposite and celebrate the sexiness, the coolness of commitment.

The campaign, based on quotes from seven ex-singles, proves that commitment can lead to real relationships without losing their sexiness. Because moving in together, sharing a toothbrush glass, or even searching for your next holiday location together can be very desirable... even in 2019.

With this European campaign developed by Marcel, Match asks disappointed but committed singles to join a place where they can start real stories.

As VP brand and consumer Europe Jérôme Rivière said: “This campaign is a statement from the brand to celebrate committed singles in dating. Our mission is to create a dating journey that’s worth it and help singles to Start Something Real. The best way to do so is to connect them with singles that want the same thing.”

Launched in Scandinavia, the UK and in France this summer in OOH, digital and radio, the campaign will roll out in the rest of Europe until this fall.

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Creative Agency

Creative Agency: Marcel

Executive Creative Director: Gaëtan du Peloux & Youri Guerassimov

Copywriter: Laura Aondio, Virgile Lassalle

Art Director: Francesca Vitello

CEO: Pascal Nessim, Charles Georges-Picot

Creative Chairman: Anne DE Maupeou

Associate Director: Sébastien Jauffret

Strategic Planner: Léoda Esteve, Alexandre Honoré

Account Manager: Angelo Giordano

Account Executive: Claire Sioufi

Project Manager: Marine Borreil

Social Media Manager: Constance Bonardi

Print Producer: Suzanne Pereira Dias, Nathalie Turmel

Designer: Christophe Gillon

Motion Designer: Olivia Garaud, Maxime Philippeaux, Vincent Iweins


Advertiser: Meetic / Match

CEO: Alexandre Lubot (Match Group EMEA & APAC), Matthieu Jacquier (Meetic)

VP, Marketing: Jérôme Rivière (Consumer & Marketing Europe), Sophie AK Gazeau (Markets Europe)

Marketing Manager: Julie Deffontaines (Europe)

Social Media Manager: Clara Lesaulnier (Europe)

Market Director: Héloïse Des Monstiers (France), Joanna Pons (UK)

VP Marketing: Jérôme Rivière (Consumer & Marketing Europe), Sophie AK Gazeau (Markets Europe)

Genres: Comedy

Categories: Dating, Sports and Leisure, Mon, 22 Jul 2019 12:30:35 GMT