What's new?

Dating ads have always tended to fall into the cheese trap. Cringe-worthy sentimentality, unbridled gushiness and sugary shenanigans made them forever destined to live amongst the Roquefort and Camembert.

But hang on, what’s this? The new Match.com TV ad manages to be wistful, sophisticated, clever and utterly engaging. A girl and a guy enter a music shop as strangers, and connect with each other by stringing strings and tickling ivories. It’s beautifully played, beautifully scripted and beautifully shot. It’s, well, beautiful. With not a whiff of Emmental anywhere.

I’m in love. Now leave me alone, I want to look at some clouds and sigh for a while. Check out the ad here.