match.com reminds you hopeless romantics that there is, in fact, no hope.

(click ads for closer look)
Valentine's Day's less than a month away!
Mildly interesting new campaign for match.com currently running in the U.K. The Cupid casting looks about right but I've always thought of Fate as first—non-existent and second—a woman. But whatever. At least these ads actually sorta get right to the crux of why one would try to date online. As opposed to Herb Vest's true.com "strategy" of unabashedly presenting a cavalcade of non-member bikini models and/or a cavalcade of non-member D-cuppers. Or eHarmony's cold, buzz-killing 12-CD, 400 question process. Or JDate's barf-inducing ad profiles.
(go to Adland to see some other print ads in the campaign)