Match.com set for rebrand with new animated campaign via US, Sydney launching Sunday night
EXCLUSIVE – On Sunday a rebranded Match.com launches into the Australian market. The campaign, created by US Sydney & Lucid in partnership with Friends With You (Miami) and Nylon studios, is set in an animated world.
In this world we all have someone we are destined to be with, a perfectother half that not only completes us but makes us greater than the sumof our parts. On our own we are great, but together we’re better. Thisis the story of two people destined to be together, two people whosearch but keep missing each other. Two people – one a Pea and theother a Carrot.
US & Lucid worked directly with Match.com based in Dallas.Researching, developing strategy, testing and then executing thecampaign across all media.
The campaign features 20+ animated characters conceived by US anddeveloped by Friends With You. Each character couple is designed toappeal to a different audience. Foodies are covered by Knife &Fork, Pepper & Salt and Strawberries & Cream. Fitness junkiesare covered by shoe and sock. Flip & Flop cater to surfers andRabbit & Hat are for lovers of fine magic … and the list goes on.
The music for the campaign was composed by Nylon Studios to lyricswritten by US Sydney and is designed to run as both a track for thecommercial and a stand alone radio ad.
Says Benoit De Money GM International, Match.com: “US Sydney &Lucid have proven to be a very impressive team. We are expectingfantastic results from their innovative approach.”
Says Josh Moore ECD, US Sydney: “US Sydney is thrilled with therelationship we have developed with Match.com. They are a great fitamong our increasing list of brave and as a result successful clients.”
17 Comments
Josh, Artiuro…lovely.
Are they targeting 0-8 year olds?
So much fun.
I agree with Jen.
I like it, but it would have been nice to see some naughty / funny stuff to tone the sweetness down a bit. Like the track but also not sure how popular banjo’s are these days, seems like every sound studio is releasing a version of their ads on itunes.
Very fresh tho, think people will like it.
gorgeous. absolutely gorgeous.
Ok now all the agency staff and friends have had their comments, here’s one from someone unconnected with this commercial.
The truth is it’s bad. This will not appeal to 20 or 30 somethings trying to find a partner. Too kiddie. And can some one tell me how a ‘Robin and a Bat’ get better together??? Come on people. We’re talking to singles who want to get laid.
My Kids will love it.
Lionel.
It’s actually been on air for a week in Brisbane and registrations are up 40%. That’s a lot of money – that’s a happy client.
You were saying?
PS Have you heard of Batman and…..
Best thing I’ve seen on the blog in a year.
This ad better be getting someone laid….
lionel, just a bit of advice next time you create advertising…your communication doesn’t have to be a literal reflection of what you’re selling, just a clear point about what it is/does. Lighten up the fuck up.
Doesn’t take itself too seriously: check.
Nice craft: check.
Well done.
But, then again, what would I know, I actually work in advertising.
Unlike Lionel.
Poor Lionel.
Love it. Well done Us and friends.
Robin and a bat is my favourite bit.
Appealing to children and skewed much much too young. Some edge would have kept this on target for both the brand and its audience.
Shouldn’t the carrot get to root the apple at the end?
Where’s the benefit to carrot if he doesn’t get to stick it to apple?
I am still waiting for the joke at the end…
‘Skewed to much to children’
I didn’t work on this, but I have a small suspicion that was possibly the whole fucking point.
You know some people are way too literal to be involved in a creative industry.