match.com, the UK dating site, has launched the “Start Your Love Story” advertising campaign, building on the “Jack and Jill” everyday love stories screened over the New Year. The new live action TV advert, “Accidental Duet”, set in a music store on London’s Southbank, tells the story of a musical ‘conversation’ between two would-be dating partners. A man (James Connelly) casually picks up an electric guitar, while a woman (Amber Anderson) takes a look at an electric piano. Unaware of each other, they coincidentally play a chord in unison. Slowly they begin a duet, finally making eye contact at the end of the song. The advert closes by reminding the audience that to start their love story, they should visit match.com. “At match.com we’re proud that 160 members leave us every day… as couples”.
Click on the image below to play the video in YouTube (HD)
Karl Gregory, UK Country Manager, match, said: “This campaign aims to capture that moment when you realise you have met someone you have genuine chemistry with. The moment you know that this could be the start of something, the start of a love story. In our experience, we’ve found that it is often the little things such as a shared interest or common love – like that of music – which sparks a relationship. Love isn’t a science, it’s an emotional connection and, with over 96%** of people on match looking to find a long term relationship, there has never been a better time to start your own love story.”
The Duet ad was developed at Mother London. Katie Mackay, strategist at Mother London, says, “This campaign is about getting back to the heart of what the category is really all about. From the tiniest shared moment right through to the boldest, most romantic gesture, love in all its guises is something we understand, talk about and even dream about through love stories. And it’s creating these stories that gets everyone at match out of bed in the morning. The new campaign centres around the very start of one of these love stories; the beautiful, almost indescribable moment when you both just know.”
Filming was shot by directors Si & Ad (Simon Atkinson and Adam Trowley) via Academy Films, London, with producer Lucy Gossage, and director of photography Lasse Frank. Filming was shot using anamorphic lenses to give the feel of a movie.
Media agency is Initiative.
The song that is used in the ad, “Just Like Me”, was written especially for the commercial and is available as a two-minute version.
Amber is soon to star in director David Gordon Green’s new comedy Your Highness, starring James Franco and Natalie Portman.