Sexy Moments Get a Sweet Twist in Match’s Ads About Commitment

Marcel creates heartwarming work for European markets

A blonde woman looking off to the side
The campaign from French agency Marcel uses a bit of a bait-and-switch in its focus on long-term relationships. - Credit by Marcel

Match is showcasing the cool side of commitment with a new ad campaign that somehow doesn’t make you hate the idea of dating again. The online dating platform has been a longtime contender in people’s search to find a forever plus one, trading casual hookups for long-term partnerships.

Following an internal study that found 45% of single women are not satisfied with the level of commitment from partners, Match doubled down on its commitment to commitment. Last year, the brand released a campaign highlighting some not-so-traditional sexy sayings like, “I want your fingers all over my apartment keys,” and, “My favorite position is by your side.”

Now, in an effort to put longevity in a heart-shaped frame, the company has again partnered with French agency Marcel for some genuinely sweet spots that will air across TV, radio, social and digital in France, the U.K., Italy, Netherlands, Spain, Sweden and Norway. The short clips flip the script on sexy moments as couples put the focus on a different type of love language.


In one scene, a man appears to be putting on the charm with a steamy dance, but things quickly cool down—except in your heart—when the camera reveals he’s actually rocking a baby to sleep. Don’t worry, his partner seems just as pleased with this kind of action.

When a headboard is seen knocking against the wall, a couple isn’t listening to Marvin Gaye but hanging up an adorable framed photo of themselves. And high heels and bras being tossed to the ground aren’t signs of a striptease but simply a woman making room in her closet for her boyfriend’s clothes.

“We are very proud of the team’s work and the creative result,” said Youri Guerassimov, executive creative director at Marcel Worldwide. “The message this campaign delivers has a particular resonance: 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.”

Over its 18-year run, Match says it has brought together 8 million couples and is now focusing on a particular demographic: single parents.

48% of single people using the service have children, and the brand is taking a strategic step in its advertising to assure them that they can find the real deal on its site. And as the ads suggest, the real deal will likely text you at 4 p.m. asking what you’d like for dinner, not 1 a.m. asking what you’re wearing.

CREDITS:

Client: Meetic

CEO, Match Group EMEA and APAC: Alexandre Lubot
CEO, Meetic Croup: Matthieu Jacquier
CMO: 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, Joanna Pons

Agency: Marcel
CEO: Pascal Nessim, Charles Georges-Picot
Chief Creative Officer, Publicis France: Anne De Maupeou
Executive Creative Directors: Gaetan Du Peloux & Youri Guerassimov
Creative Director: Clement Sechet
Art Director: Laura Aondio
Copywriter: Francesca Vitello
CSO & Managing Partner: Nicolas Levy
Associate Director: Sébastien 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 Directors: Audren Breux, Claire Lozach
Social Film Editors: Julien Hannedouche, Jinyun He
Motion Designer: Vincent Iweis

Production Company: Insurection
Directors: Truman and Cooper
Producer: Valentine Gomes Ferenczi
DoP: Benoit Soler
Production Director: Alexis Fonvieille
Production Coordinator: Arthur Huerner
Postproduction: Firm
Post Producer: Eloise Rey, Coralie Duarte

Sound Production: Schmooze
Producer: Greg Gallian
Sound Mix: Jean Luc Verschelde


@mjjordan7 Melissa Jordan is a freelance writer living in Los Angeles.
Publish date: January 7, 2020 https://dev.adweek.com/creativity/sexy-moments-get-a-sweet-twist-in-matchs-ads-about-commitment/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT