Match Finds Its Perfect Partner in 72andSunny

Brand hands agency the key to its $52 million account

The first campaign launches in 2019. Getty Images
Headshot of Lindsay Rittenhouse

Ah, there’s nothing like finding true love. Apparently, Match found it in 72andSunny Los Angeles, which the online dating service named its creative agency of record following a review.

“At a time where dating feels more and more like online shopping, we’re thrilled to work with Match, a brand that stands unwaveringly for sincere relationships,” Kelly Schoeffel, executive strategy director at 72andSunny Los Angeles, said in a statement. “Together, we have the opportunity to help redefine the future discourse of love.”

The adorkable video below offers an innocent tale of how the pair matched up. (Of course, the process of identifying and hiring 72andSunny was likely much more complex than a simple text exchange.)

“Match was launched with the goal of making it easier to find a meaningful relationship, but in today’s dating era, it often feels harder,” Match CMO Ayesha Gilarde said in a statement. “As the dating app with more relationships than any other, we’re excited to partner with 72andSunny to make love happen.”

Founded in 1995, Match has historically rivaled traditional dating sites like eHarmony. In recent years, however, the company has unquestionably faced increased competition as dating apps geared toward a younger audience—think Tinder, Bumble and Grindr—have evolved in public consciousness from quick hookup services to serious tools to meet longterm partners.

Tinder, with Los Angeles production studio Buck, traced the history of dating back to cavemen in a January animated ad that positioned it as a place where people form meaningful relationships.

Recently, Match has tried luring hopeful lovers to its site by creating spots featuring attractive-yet-relatable people looking for “real relationships.” The company did not have an incumbent creative AOR, and it’s currently unclear what other shops participated in the recent review.

72andSunny said its first work for the client is slated for an early 2019 release.

Match spent about $52 million on measured media in the U.S. last year and $42.5 million just in the first half of 2018, according to Kantar Media.

@kitten_mouse Lindsay Rittenhouse is a staff writer at Adweek, where she specializes in covering the world of agencies and their clients.