Match.com launches campaign to promote new service

MatchAffinity differs from match.com because the service suggests to registrants other committed single people with whom they are likely to be compatible. The compatibility is based on the results of the in-depth affinity personality test which all members take upon joining.

The ad, created by Mother London, shows a couple who realise their affinity for each other through a dance.

It is set in a shoe shop where, by chance, a man and woman tie their laces to each other. They make eye contact as they realise the mistake, and they begin to dance through the shop in perfect step. The advert closes by directing people to MatchAffinity.com as a first step to a lasting relationship.

Karl Gregory, country manager, match.com says: “We’re in the business of creating love stories and MatchAffinity is another way we can bring couples together.

“We’ve got 10 years experience in helping British singles find love, and our experience tells us that people look for it in different ways. Some like to search themselves whilst others prefer us to suggest people who they are likely to have a real affinity with and this is what the new creative aims to reflect. MatchAffinity will appeal to those who’d like more of a helping hand on their journey to a lasting relationship.”

The 30 and 10 second spots will run across a number of UK satellite and terrestrial television stations. Media planning and buying will be handled by Initiative.

The latest ad follows hot on the heels of the recent “accidental duets” spot showing a couple meeting in a music store on London’s South Bank.