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By John Glenday, Reporter

February 20, 2023 | 2 min read

Match’s new brand campaign captures the moment of connection between two singles.

Featuring a cast of six couples, ‘Head Over Heels’ follows the blossoming of true love from a first encounter via the dating service.

Developed by agency WNP, the series of films document the moment life changed forever for singles in pursuit of love, each showcasing how a different couple paired off thanks to Match functionality, including audio profiles video calls and real-life events.

Seeking to stand out in a crowded market by doubling down on authenticity and spontaneity, the push condenses the rollercoaster of emotions into a TV short that whisks viewers from the first tentative exchanges to the full bloom of a deep and meaningful relationship.

Joanna Pons, VP of marketing at Match said: “We are living through unsettling times and our research shows that this is leading to more singles seeking the comfort of a real relationship."

“At Match, it has been our mission for over 20 years to help millions of singles find their true love story. The main premise of this campaign is to illustrate, and most importantly, to celebrate that moment when you just ‘know’ that you’ve met ‘the one’.”

Bringing new meaning to the phrase ‘head over heels’, the social media component of the initiative invites viewers to ‘twist’ their phones while watching to reflect on the moment their life turns upside down.

Broadcast across TV, radio and digital the campaign includes a one-minute hero film as well as shorter snippets focusing on a specific couple and service to ensure that singletons fall in love with Match.

The campaign marks a course correction from a prior Match advert banned by the ASA for showing women as ‘subservient’ to men.

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