Dating site match.com has revealed its new TV advertising campaign to be aired across terrestrial, digital and satellite channels from today (Monday 24 December).
The new ad spots centre on the unscripted filmed stories of match.com member Florence who has joined the site for the first time, and carries on from the successful Real Stories creative which was launched in April 2012.
Created by Mother London, and directed by FRED&NICK from Pulse Films, the first advert in the series shows Florence going about her everyday life and talking about her reasons for trying online dating with match.com. Florence will also feature in further ad spots due to air in 2013, taking viewers along with her as she shares her experiences of online dating.
FRED&NICK commented: "When it comes to telling other people’s stories, it is essential that we don't compromise on the authenticity of their experiences.
"So our storytelling for Florence is driven throughout by her own words which we have then combined with a series of visuals and short scenes taken from her everyday life. We wanted to create a more entertaining and engaging experience for the viewer, whilst at the same time portraying her personality and the challenges she faces, like so many others in the UK today, in making time in her busy life to meet someone."
Director of marketing and relationships at Match UK, Katie Sheppard, added: "2012 was a real turning point for us as we showcased our real members in our ATL advertising for the very first time. We’ve really moved traditional testimonial on, proving that it can be not only authentic, but heart-warming and insightful too.
"Florence’s busy career life and the challenges it creates in helping her meet a new partner is something that many people will relate to, especially in the post-Christmas period, when thoughts often turn to the year ahead."
Both 30" and 10" executions of the ad will run across UK television channels, media buying for the campaign was handled by Initiative.