Magazine article Marketing

Adwatch: Match.com - 'Cupid & Fate'

Magazine article Marketing

Adwatch: Match.com - 'Cupid & Fate'

Article excerpt

Surprisingly, I first saw this campaign in its poster form at a London Underground station.

I say surprisingly, because I am normally one of those tragic middle-aged men clad in Lycra, jumping traffic lights on my bicycle, so I don't often see Tube campaigns any more.

The ads had an instant impact on me because they managed to do something I don't often see in advertising nowadays; they project a genuine quirky British sense of humour that we rarely see, except in comedy shows such as Shameless and Little Britain. For me, this sense of humour, coupled with a strong, yet simplistic, concept makes for a formidable and refreshingly brilliant advertising campaign.

The ads deal with a heavily loaded subject, that, ordinarily, has real stigma attached to it, with flair and effortless execution, leaving the viewer feeling warmed by the sense of humour. The intelligence is neither high-brow nor patronising, and made me feel that if I were to venture onto the site, I would find it personable and empathic. …

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