Game, Set, Match.com?
Have you seen those new match.com commercials? You know, the ones that make you feel like EVERYONE is on match. Well, everyone except fat people, or ugly people, or even folks who are only reasonably attractive. They all start off the same; ridiculously gorgeous and happy people meeting up in incredibly trendy –and remarkably well-lit–restaurants. Then we get the disclaimer: “Footage from an actual Match.com first date”.
I have no doubt these people are actually on match, and they may even be on their real first date. But where do they find these people? Central casting? I mean come on. They are just TOO good looking.
What is the message a prospective match.com-er is supposed to take from this? Don’t worry if you’re of a certain age and still single, everyone out there is really, really hot?
I’m not trying to hate on match. I know several couples who not only met on the site but went on to get married. But I despise this ad campaign. Would it be so wrong to show some “real” people in these commercials?
In the end wouldn’t it even help with membership? Maybe being six and a half years removed from singledom has caused me not to understand the modern dating landscape. Maybe this is EXACTLY the type of advertising that draws people in. Heck, the whole campaign was no doubt created by some slick 5th Ave marketing exec that has far more advertising experience than me.
Alas, I worry there’s something more sinister at play here. I think the folks behind these commercials are preying on our insecurities. They’re counting on the societal scorn “singles of a certain age” are met with to lead our generation’s lonely hearts club band into the gorgeous, welcoming world that is match.com.
But what happens when the matchers go on their first date and the person sitting across the table isn’t that perfect specimen from the commercial? What happens when the restaurant isn’t just right? And the lighting is just a little off? I worry these people are being set up for failure.