Match launches new TV campaign is launching a TV campaign that moves away from sing-song couples to featuring real members.

The site hopes the campaign will help to grow the entire dating category by showing the real dating experience, rather than relying on humour to remove the stigma of online dating.

The first creative follows member Helen discussing her first date with a friend before she meets Keith for the first time in a coffee shop.

Katie Sheppard, Match UK’s director of marketing and relationships, says: “The new creative underlines our ambition to grow the category this year by appealing to those last remaining groups of people who’ve not yet tried it.

“One in five relationships now start online in the UK [according to a December YouGov survey of 20,000 adults] and for those yet to be convinced, we believe sharing the enjoyment that our existing members get from dating is the way to go – in this case seeing is believing.”

The multi-million pound “unscripted” ad campaign, dubbed “Real Stories”, airs from 14 April. It was created by Mother London.