Creative Content Director

I devised the new campaign for Mercedes-Benz Approved Used cars with TV, social and digital in mind from the start. Rather than write a TVC and just cut it down for social, Love Match was planned to be modular so that each of the dates and the final resolution could be used as a short 10-second hit on Facebook, or a digital banner, as a 30” TV spot, or enjoyed on YouTube as a 60” “director’s cut”.

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Our content had to be rooted in the digital world. When we need something – from a new pair of jeans, to a new partner, to a new used car – we search online. And what we see doesn’t always match up to the promise, unless you go through a company you can trust, like Mercedes-Benz Approved Used.

 

By setting our film in the world of online dating we knew we were in an environment that our target audience would engage with. One in five UK relationships now start online, and 25% of Britons have at least one dating app on their phone. (infogram, Telegraph)

 

Love Match is branded social comedy for the digital world. I've written for the BAFTA-award winning sketch show Smack the Pony, and director Ben Taylor has directed the critically acclaimed Catastrophe starring Sharon Horgan, and the TV sketch show Cardinal Burns.

 

We added engagement by having our lead actor “break the fourth wall” – chucking out all the normal rules of acting by glancing at the camera to give little expressions of disappointment or exasperation. It feels like we’re with her – she’s talking to us.

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Our suave “Older Than Advertised” date was played by James Coombes, the Milk Tray Man in the iconic TV ads of the Eighties.

 

No hearts were broken during the making of Love Match.