Match.com romanticizes the words “I met someone” in charming SS+K spot
When a relationship is on the rocks, a few common phrases are surefire signals that the end is nigh (George Costanza’s “it’s not you, it’s me” is my personal favorite).
But when starting a new relationship in today’s dating app-filled world, how does one know when someone is no longer just a fling and is actually the real deal? In Match.com’s latest campaign, the dating service is arguing that it’s not “I love you” that’s the trigger, but the three-word phrase “I met someone."
In a 30-second spot created by SS+K, the agency’s first work for Match.com, different scenarios play out where people decide to tell their family and friends that they’ve met a special someone.
One scene shows a single mom taking her two young daughters out for ice cream to break the news, while another shows an elderly woman rejoicing in a nursing home when her grandson tells her he’s met someone. The insight behind the campaign is that admitting you’ve met someone takes a certain amount of courage and personal revelation since it captures the moment when you realize that you might actually have a future with the person you’re seeing.
According to SS+K, Match.com – which previously had not been working with an agency - came to the NYC shop looking for a campaign that would help the 21-year-old brand stand out in a sea of trendy dating apps.
“They came to us looking for a new way to engage a potential audience and demonstrate their difference in a way that felt real and authentic,” said Brad Kay, president of SS+K, in a statement.
Partner, President: Brad Kay
Partner, Chief Creative Officer: Bobby Hershfield
Director of Production + Innovation: John Swartz
Senior Producer: Pamela Shulman
Senior Art Director: Alyssa Georg
Senior Copywriter: Elena Knox
Business Manager: Sarah Giarraffa
VP, Account Director: Alex Neophytou
Partner, Head of Strategy + Research: Rebecca Matovic
Production Company: The Directors Bureau
Managing Director/Executive Producer: Lisa Margulis
Head Of Production/Executive Producer: Elizabeth Minzes
Director: Melodie McDaniel
Executive Producer: Eric Escott
DP: Benn Martenson
Editorial Company: Friendshop
Editor: Tim Wilson
Asst. Editor: Maggie Sloane
Telecine: Sophie Borup (CO3)
Mixer: Jodi Levine (Heard City)
Music Company: We Are Walker