Match.com to break shoe shop dance ad

LONDON - Mother has created a TV ad for Match.com which promotes the dating website's new compatibility service MatchAffinity, by showing a couple accidentally tying their shoes together.

The ad will appear on TV from Thursday and continues the look and feel of recent spot 'Accidental Duet', which showed a couple playing musical instruments by chance at the same time before breaking into a duet.

This time, in a shoe shop, a different man and woman tie their laces together by mistake. They make eye contact as they realise the mistake, and the audience understands these people are on the same wavelength as, tentatively at first, they begin to dance through the shop in perfect step.

The ad closes by directing people to MatchAffinity.com as a first step to a lasting relationship.

The spot will run in 30 and 10 second versions across a number of UK satellite and terrestrial channels. Media planning and buying is handled by Initiative.

The launch of MatchAffinity, which works by asking people to fill out an extensive questionnaire and then recommends potential partners for them, follows heavy advertising activity for a similar service from Match.com rival eHarmony.

Karl Gregory, country manager for Match.com said: "MatchAffinity will appeal to those who'd like more of a helping hand on their journey to a lasting relationship."

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