The Drum Awards for Marketing APAC

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By Minda Smiley | Reporter

November 18, 2016 | 3 min read

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’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, 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, – 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

Advertising SS+K

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