Match.com unveils campaign for New Year push

Match.com, the online dating site, is encouraging people to “make love happen rather than leaving it to cupid and fate” in a new advertising campaign that breaks on New Year’s Eve.

The campaign introduces two “lazy, hapless” characters called Cupid and Fate, who spend their time doing their hair and filling in magazine quizzes rather than connecting two star-crossed lovers. It has the strapline: “Don’t wait for Cupid and Fate. Find love for yourself at Match.com”.

The ads, which will run across TV, radio and outdoor, have been created by New York agency Hanft Raboy and Partners and London-based creative communications planning agency Monkey Communications. Media buying is through M2M.

Match.com UK managing director Jason Stockwood says: “Our new campaign says you might just need a helping hand to open the door to your perfect match.”