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Area 51’s John Adams Directs Campaign for Match.Com

(September 27, 2001)
Area 51 Films’ John Adams has directed a new campaign, the first for on-line dating service Conceived by agency Launch Partnership, love-seekers are warned against the perils of trusting your love life to the whims of chance. In Destiny is a Slacker, the title character is portrayed as an indolent immortal who spends his days in a barco-lounger in his swinging mythical bachelor pad.. Like the millions before her, a woman, hoping to invoke his aid in matters of the heart, dials his phone, leaves answering machine messages, tries his pager, but Destiny too busy watching cartoons to answer. “Take destiny into your own hands,” advises the voiceover, “with”

The idea for the spot came out of focus groups that the agency conducted with single adults. “A lot of people are uncomfortable with using technology to find someone; they believe the key to finding love lay with destiny and fate,” said Launch partner David Wilgus.

“We want to dispel those myths.”

In second spot, Cruel Fate, a man and a woman catch each other’s eye from cafes occupying either side of a city street. But when "Mr. Right" heads over to join her, the glamorous but ill-willed Fate—sitting at a nearby table—intercedes, mowing him down with a bus. When the woman hooks up with a different guy via her laptop and, the foiled Fate gives a heart attack to the next attractive single male she sees. He falls face first into a plate of spaghetti.

The humor in both spots springs from the characters, so for Adams the most important task was casting. “It was the one thing that we had to get right,” he said. “For example for the first spot, we had to find someone who fit the description of ‘Destiny’ but also could come across as a slacker—we found the perfect guy.”

Adams supported the actors with some very clever art direction. Destiny’s apartment is a sort of Twilight of the Gods meets The Odd Couple: sumptuous fabrics adorn the walls while pizzacartons litter the floor. Everything in the room is white. Alternately, Fate is clad in skin tight black leather, in keeping with her S&M turn of mind.

“John has a wonderful sense of humor,” observed Wilgus. “He is terrific at finding the right actors and getting the most from them. He also has a very funny visual perspective.”

Area 51 Films is located at 1501 Colorado Avenue, Santa Monica, CA 90404. For more information, call (310) 395-5151.

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