In 2018, Match was losing its leadership position in the category and became a challenger brand in the hearts and minds of singles.
That’s when we launched Match’s new positioning “Start Something Real”: a pledge against the dating fatigue created by the fast dating apps and a call to action for all singles to come back to an app that praises realness, authenticity and commitment in dating. The problem is… Commitment in dating is not aspirational nor seen as cool and modern.
In a world that values casual dating and one-night stands, Match wants to tell the world that serious relationships and commitment are as cool and as sexy.

TVC directed by: Truman & Cooper