If you’ve ever witnessed a tumultuous couple struggle against every shred of decent judgment to stay together, there is likely a very reasonable explanation for that: The alternative is a return to dating, a relentless, often fruitless hellscape for those looking for an actual relationship.
It’s hard enough to make friends as an adult; finding a romantic connection in the real world can be both humbling and soul-crushing. While dating sites attempt to make the process easier—maybe even enjoyable, bless their hearts—there’s still the anxiety of wading through pages of duds before landing on someone who is even remotely compatible. Rarely is dating the sexy carousel of potential partners entertainment purports it to be.
Match, one of the biggest online dating services in the industry, has generated more than enough success to pretend that dating is a veritable wonderland of romantic spoils. But instead, in its first campaign with creative agency 72andSunny Los Angeles, the brand partners with actress Rebel Wilson to really delve into the truth about finding love—an endeavor littered with disappointment, far-too-casual attitudes, and the occasional, unsolicited nude photo (which is never, ever a good idea). In Match’s newest campaign, “Let’s Make Love,” which went live across online social platforms today, Wilson host’s a podcast that gets real about dating.
“People are getting ghosted and zombied and mermaided,” she lists in the video titled “Heart On.” “You know what gets us ready to really make love? Feeling some feelings.”
The campaign aims to place emotional intimacy and vulnerability at the forefront of the discussion, while still keeping the conversation light.
“People are ready to make love, but like, actual love,” said Adam Szajgin, creative director at 72andSunny Los Angeles. “We just needed a way to talk about this timeless topic that wasn’t cheesy or sappy.”
“Let’s Make Love” balances modern sentiments about dating with the eternal quest for true love, avoiding leaning too heavily on either aspect.
“We are excited to give a voice to the challenges daters face today in a fun and relatable way,” said Ayesha Gilarde, CMO at Match, “all the while encouraging singles to get out there and make some love.”
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