Agency SS+K launched its first work for IAC’s Match.com with a 30-second spot, entitled “I Met Someone.”
“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,” SS+K president Brad Kay explained, referring to the nature of the agency’s new relationship with the brand.
The campaign focuses on that period between first meeting someone and “I love you,” when a new relationship reveals its potential as something lasting but still retains its novelty. In other words, when you’re ready to tell a friend, your mother, grandmother, or dog, “I met someone.” The spot relies almost exclusively on the line being delivered in various situations, including to the aforementioned parties.
“I Met Someone” hints at the variety of Match.com’s audience, by including both young mena and women speaking to friends, parents, grandparents and pets to a mother telling her daughters about her new relationship. “When you’re ready for something real, you’re ready for Match,” concludes the voiceover at the end of the spot.
It’s all in service of differentiating the brand from competitors (and other IAC brands) more associated with hook-ups or, on the other end of the spectrum, finding a life partner fast. Match.com has long tried to position itself in this area: more than a hook-up site but without any type of pressure to settle down permanently. SS+K manages to communicate that succinctly in the “I Met Someone” line, but the spot seems to slightly overstay its welcome, even at 30 seconds, likely due to such a reliance on a single line.
CEO, Chairman of Match Group: Greg Blatt
CEO, Match North America: Mandy Ginsberg
Chief of Marketing: Ayesha Gilarde
Creative Director: Susan Tam
VP, Brand Marketing and Communications: Alexis Ferraro
Director of Brand Strategy: Lakshmi Rengarajan
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