This ad for online dating web site Match.com is part of a campaign that also includes TV commercials. The commercials are bizarre.
While it’s a good idea to show real-looking people, the people shown in the TV commercials and print ads aren’t particularly attractive and they seem weird.
Here’s one of the parodies:
You can bet that these parodies weren’t posted on YouTube because the commercials are beloved.
Back to the print ad. There are three messages in the ad:
- If you don’t find someone special on Match.com in six months, they’ll give you six months free. They’re selling an offer.
- A woman with the username NYCGingerGirl is online now. They’re selling the product (the members).
- It’s okay to look. They’re answering an objection by countering a negative perception that people might have about online dating services.
The strongest message, six months free, isn’t prominent and it’s written in tiny print. It’s a good offer. Why not put it in a big bold headline? The offer is probably strong enough to sell the service all by itself. Six months free is a good deal.
The part about NYCGingerGirl being online is difficult to read and it isn’t true. As far as I know, there’s no magic paper that can tell whether or not someone is online (at least not yet). Since a print ad is static, it’s always going to say online now. Unless this person lives online, the chances are she’s not online now. As a matter of fact, as I write this, she’s probably asleep.
It’s okay to look is patronizing. No one needs Match.com to tell them what’s okay to do.
Maybe it’s time for a new ad campaign.