Marcel’s new campaign for Match will get your imagination racing. It’s a series of videos that open with hot and heavy scenes…

…or so it seems. Keep watching and those “sexy” moments turn out to be of couples, not in the throes of passion but in the process of commitment. And that’s the sector of online dating that Match is targeting – users who are looking for something long-term.

Match is standing apart from fast dating apps and the dating fatigue it believes they’re creating. The campaign, If Commitment is Your Thing, slots into the brand’s new platform, Start Something Real.

A Kantar study for Match showed that 45% of single women complain about the lack of commitment in other singles in modern dating – a side-effect, Match believes, of the grass is always greener syndrome, that can lead to meaningless connections and a lack of motivation to get involved in a growing relationship.

After bringing together 8 million couples over the last 18 years, Match is taking a stand with its new campaign: bringing back more commitment in online dating and celebrating singles that are willing to start real stories.

The strategic move is a significant step for Match, identifying a new key target, single parents, for the first time. 48 % of singles on the platform have children.

Marcel’s campaign, directed by Truman & Cooper, will run on TV in France, UK, Italy, Netherlands, Spain, Sweden and Norway, supported on radio, in social and digital.

“We are very happy to fuel our Start Something Real brand idea, with a new campaign that  focuses more on our singles who are ready for real stories and ready to commit,” stated Jérome Riviere, brand & consumers vice president, Match.

“We are very proud of the team’s work and the creative result. The message this campaign delivers has a particular resonance: in a society that values casual dating and one -night stands, it feels good to tell the world that more serious relationships and commitment are as cool and sexy,” added, Youri Guerassimov and Gaetan du Peloux, executive creative directors at Marcel Worldwide.

Credits:

Agency: Marcel
Chief Creative Officer Publicis France: Anne De Maupeou
Executive Creative Directors : Gaetan Du Peloux & Youri Guerassimov
Creative Director : Clement Sechet
Art Director : Laura Aondio
Copywriter: Francesca Vitello

Chief Executive Officers: Pascal Nessim & Charles Georges-Picot
Chief Strategy Officer & Managing Partner: Nicolas Levy
Associate Director: Sébastien Jauffret
Account Manager: Barbara Cruchet
Account Executive: Claire Sioufi
Senior Strategic Planner: Léoda Esteve
Junior Strategic Planner: Alexandre Honore

TV Producer: Cleo Ferencz!
Project Director: Eva Castrillo
Project Manager: Lola Vezant
Social Media Manager: Constance Bonardi
Social Art Directors: Audren Breux & Claire Lozach
Social Film Editors: Julien Hannedouche & Jinyun He
Motion Designer: Vincent Iweis

Production Company: Insurection 
Directors: Truman And Cooper 
Producer: Valentine Gomes  Ferenczi
DoP: Benoit Soler
Production Director: Alexis Fonvieille
Production Coordinator: Arthur Huerner

Post Production: Firm
Post Producers: Eloise Rey & Coralie Duarte

Sound Production: Schmooze
Producer: Greg Gallian
Sound Mix: Jean Luc Verschelde

Client: Meetic
Chief Executive Officer Match Group EMEA & APAC: Alexandre Lubot
Chief Executive Officer Meetic Croup: Matthieu Jacquier
Chief Marketing Officer : Céline Boudiere
Brand & Consumers VP: Jerome Riviere
Global Marketing Manager: Julie Deffontaines
Senior Marketing Manager: Emelie Fauque
Digital Marketing Manager: Clara Lesaulnier
VP Business Line: Héloise Des Monstiers & Joanna Pons