Sometimes I don’t get things. Okay, many times actually. The Match.com campaign from hanft raboy and partners is one of those times. The tag in particular, IT’S OK TO LOOK™. Not gettin it. I wasn’t in the brainstorm session but it sounds like some took one of the objectives from the brief and ran with it:“What do we want people to think about Match?”
“That it’s ok to look.”
“Sweet. What does that mean?”
“I dunno. But it sounds good.”
“Cool. We can sell that.”
It’s like the previous McDonald’s “Looks like someone missed snack time.” Just wtf did that one mean anyway?) Are they saying lurkers no longer have to worry about revealing their identities if they check out the site? Okay, but how would anyone know who you are anyway. Are they saying the stigma attached to online dating is gone? Okay, fine. I could see that, but again, who except for you would know that you were on a dating site last night.
If they’re going for average everyday people, then their stuff for match.com’s other brand chemistry.com works that angle better. Those ads feature normal people rejected by eHarmony talking without the poetic-mystery-vibe thing I get from the Match work. In this ad as with the others from the campaign, the various characters do nothing to dispel the notion that two kinds of people frequent these sites: 40-year old virgins and sex offenders. Sorry, but the guy in that ad looks freaky.
Touch the kitty indeed.
Tags: chemistry.com, match.com
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