Match.com has just released a new set of video ads, looking to distinguish the dating site from its competitors – even fellow The Match Group brands.
The ads portray Match.com as a more relaxed platform for normal dating, distancing the site from popular hookup apps like Tinder.
The adverts also aim to separate Match.com from more serious sites like eHarmony, who put marriage and long-term relationships at the forefront of its brand.
https://www.youtube.com/watch?v=vdI8I9e44Dg
Match.com has released four adverts in total – two 30 second-long videos, with two shorter 15 second versions.
Each ad begins with a satirical dating scenario, followed by a clip of the “ideal” Match.com date.
https://www.youtube.com/watch?v=YeD_YCDyQpo
The company’s previous campaign was a series of ads in London tube stations encouraging the public to #LoveYourImperfections – a campaign that is still running in the capital.
The campaign sought to “challenge the UK’s perception of perfection by calling on the British public to change their idea of perfect for 2015, and celebrate their imperfections”, according to Karl Gregory, Country Manager for Match.com UK.
Other dating sites have recently used video adverts to promote specific features of their offering – Zoosk’s latest First Comes Like ad promoted the site’s photo verification feature.
Watch all the videos here.