NEW YORK Charged with creating a tactical campaign touting Match.com's promotion with CBS reality-dating TV show Cupid in a few weeks, Bartle Bogle Hegarty kept it simple for its first work for the client.
Three spots, which began breaking July 30 and are appearing during Cupid telecasts, feature profiles from the Match.com Web site with photos that come to life and speak to each other. In one commercial, a woman with the handle "Dreamer" talks to "Shy girl," which is the profile below her.
"Um, Shy girl? I know what you're going for, and it's not working," Dreamer says.
"Could you mind your own business, 'Dreamer,'" Shy girl responds.
A second ad shows two men talking about their concern that Cupid finalists were on Match.com, and a third shows a woman "complimenting" another on her no-makeup look. All spots end with the voiceover, "The competition is heating up. Go to Match.com now and enter for a chance to date the Cupid finalists."
Hungry Man's Bennet Miller directed the spots.
The goal was to "try to make it feel like the program itself," said BBH executive creative director Kevin McKeon, "to capture the spirit of reality programsߞa little bit of back-biting and competitiveness with a smile."
The project was handed to BBH in New York due to its work for Match.com's sister site, Udate.com, after Match.com abruptly split from Goodby, Silverstein & Partners in San Francisco in July [Adweek, July 17].
BBH art director Gianfranco Arena and copywriter Peter Kain came up with the concept of showing the Web site, with profiles of prospective daters, and having the photos come to life and talk to each other. The creative team, which also included associate creative director Kerry Keenan and agency producer Zarina Mak, worked to make sure the people featured were not too catty, according to McKeon.
"We didn't want to make them too nasty or off-putting," McKeon said. "We wanted them to be charming rather than blatantly aggressive."
Turnaround time was quick. "We had to put it together in a matter of weeks," McKeon said. "It's very simple: we had the template of the Web site designed, then all we had to do is shoot bodies against a simple background."