What it had to solve
Talk about a timeless topic without being cheesy or sappy, in Match's first work with global creative agency 72andSunny Los Angeles.
How it works
Rebel Wilson hosts a podcast-like show calling out unsolicited pictures, ghosting and getting 'zombied', directed by Neal Brennan through Caviar; Match CMO Ayesha Gilarde framed the brand as 'always about making love — like, real, actual love'.
What it did
No results figures given; the campaign launched on 30 July 2019 as 72andSunny's first work for Match.
Background
In July 2019, Match launched 'Let's Make Love', its first campaign with 72andSunny Los Angeles, enlisting Rebel Wilson — confident enough to call BS on the world of modern dating — as the host of a podcast-like show for daters ready to move on from its frustrations.
Through the show, Wilson puts bad dating behaviours on blast — unsolicited pictures, ghosting, getting 'zombied' — while helping daters who are ready for more. Her empowering, optimistic but relatable point of view encourages singles to embrace their feelings, 'get a heart on', and find love on Match.
Creative director Adam Szajgin said people are ready to make love — 'like actual love' — and the agency needed a way in that wasn't cheesy or sappy, so they gave Wilson a pretend podcast. CMO Ayesha Gilarde added that Match has always been about making real, actual love. Wilson's own pitch: dating shouldn't be a numbers game or any game at all, it should be about finding your number one partner. Neal Brennan directed through Caviar.
Why it lands
Wilson's BS-calling voice lets the brand criticise the dating culture it profits from fixing.
The pretend-podcast format packages roast and advice into shareable spots.
It targets daters 'ready for more' — Match's differentiation from swipe apps.
Director Neal Brennan's comedy pedigree keeps the tone relatable but ridiculous, not sappy.
What you can take
When your category is the joke, hire the comedian: a host with licence to mock the dating scene resets the conversation around your product.
Since then
The campaign debuted on 30 July 2019 as 72andSunny's first work for Match; no follow-up results were reported.
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