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From AdRants:
A new national print campaign, created by Hanft Raboy, introduces the theme line “Love is complicated. Match.com is simple.” The work, which launches today, uses photographic images from Elliot Erwitt and others to “capture love’s mystery and complexity” as the releases explains. The ads will appear in People, Entertainment Weekly, Rolling Stone, The New Yorker and other publications. Soon to follow is a multi-million dollar national television campaign that is slated to break in March.
Maybe they are on to something here, although the first thing I thought when I read the tag line was nothing about online dating is simple. You practically need to attend boot camp to prepare yourself for posting your profile, learning the search systems, weekly email, email etiquette, and making the most of your dating site and offline dating subscriptions. Not to mention the emotional rollercoaster of the first few weeks. We’ll see what effect the ads have on subscription numbers over the next quarter or two.
