Match has launched a campaign in the UK to encourage daters to embrace “cringey love” and celebrates public displays of affection.
‘Be the Lovers You Love to Hate’ is aimed to poke fun at “the haters”, suggesting jealousy that they are jealous of people who have a relationship with only eyes for each other.
Building on Match’s ‘Start Something Real’ narrative, the multi-channel campaign is being distributed across radio, digital and social. The main premise behind the adverts is that, while people tend to be overly cynical of public displays of affection, everyone has been guilty of it at some point in their dating journey.
The comedic video clips, running on YouTube, Facebook and Instagram, play out as a mini-series, with each of the stories interlinking.
In over-the-top scenarios, each couple declares their love for each other in public situations, such as saying a passionate goodbye at a dressing room. This makes onlookers feel visibly uncomfortable, but it actually inspires them to find love in the next clip.
UK Marketing Director Joanna Pons said in a statement: “Through this campaign, we’re aiming to celebrate that cringe-inducing love bubble because, deep down, we’re all looking for that meaningful relationship where we don’t care who sees or what they think because nothing else matters.
“We want to help our members find that real connection and encouraging couples not to shy away from showing their love publicly is an important part of that process.”
Visit the Match website here.