MySingleFriend, founded by TV presenter and property developer Sarah Beeny, kicked off its campaign on Sunday (20 December). It is rolling out eight versions of an ad that depicts men and women looking for love, but being forced to ‘swipe left’ as they reject a series of bad matches, such as a "lousy Lothario".
In one spot, a man is sitting in a restaurant with a date, who is wearing a wedding dress. "So… Would you like…" he starts asking – clearly addressing the subject of what to order. But she jumps the gun and interrupts him, squealing excitedly: "I do!" He then makes a swiping gesture, and his date is shunted to the side and replaced with another – a smartphone-obsessed tweeter.
The ads were created in partnership with Channel 5 Productions and will run on the broadcaster’s Channel 5, 5 USA and 5* channels during the rest of December and into January.
Dating sites typically enjoy their busiest time of year around December. In 2014, MySingleFriend experienced a 145% boost in sign-ups on Boxing Day, a peak that lasted throughout the Christmas period.
MySingleFriend is also gearing up to launch an Android app in January, having rolled out its iOS version last year.
Beeny said: "Our new ad campaign pokes fun at sites like Tinder, which advocate a throwaway approach to dating, valuing quantity over quality.
"It is lighthearted in tone, and we have fun mocking dating stereotypes, but it carries a more serious message – that in order to make genuine connections, we need to be more selective to ensure we don’t end up on an endless stream of disastrous dates."