Tag Archives: nightmare on elm st

Adverts Explained: Match.com

Dating has never been so twee. What’s the best way of finding a soulmate in 2011 according to the Match.com adverts?

1. Live in an affluent neighbourhood

Just look at that music shop where the couple in the first ad meet. There are no amps piled high in the window, no boxes spilling over with wires and second-hand mixers, no gangs of teenagers trying to bash out something by Enter Shikari in the background — nothing, in short, that’d make it commercially viable. Shops like this, that rely on floppy-haired trustafarians dropping in to impulse-buy a bongo set, just don’t exist in down-to-earth neighbourhoods. So move on up if you’re looking for love.


“I like old movies – like Godfather 3!” Well I’m not the first to criticise that line. Even if we allow that an “old movie” can come from as recently as 1990, “old” isn’t a genre, so liking one doesn’t mean you’ll automatically like another. Is she really thinking “Godfather 3? I love films from twenty years ago too! At last someone who’ll watch Kindergarten Cop and Teenage Mutant Ninja Turtles with me!” No, no she isn’t.


“It’s not considered the best one – but that’s just me!” THAT’S JUST ME. Oh it’s all very well trying to show what an individual you are by liking something that’s not as well liked as other things. Good luck with that. But the thing about Godfather 3 is  that it only really has any resonance, or makes much sense, if you’re already a fan of the earlier, better-loved films. I may as well walk into a bongo shop tomorrow and start singing “I like the Nightmare on Elm Street films! Especially Wes Craven’s New Nightmare! It’s not considered the best one, but I like the play of metafictional ideas and THAT’S JUST ME.”

What he’s basically saying is that he likes self-involved narratives. Which is a good job because he’s living in one.


“Girl on the platform smiled. Best smile he’s seen in a long while!” Quite by accident, the couple in the first advert simultaneously played a chord of D in a music shop. But the fella in the second ad is leaving nothing to chance. He takes his ukulele with him everywhere he goes, the better to sing at anyone he fancies. How many other women have suffered his over-descriptive serenades while going about their daily business? “The girl in front of me buying Canesten at Superdrug’s got such a pretty bob”? “The girl being sick on the nightbus has the sort of thick calves I’d like wrapped around my neck”? The mind boggles.


“She must have been about… 26? 28? 28.” It’s good of Match to be so honest and specific about their target market. I’ve seen the phenomenon myself, as straight friends who are still single as they approach 30 go completely apeshit in their frantic search for a mate. A well chosen segment. And we can see from the ads that it helps to be white and middle class too. Well, OK, you can have a Northern accent, but for God’s sake dress a bit smartly if you do. We don’t want anyone thinking you drive a fork lift truck or something.

6. LIE

“She was a natural blonde! [no] She wasn’t a natural blonde, but that’s what made him fond…” Taking these ads as a dramatisation of the selection process on the dating site, we can infer that you go through ticking preferences for “likes old movies”, “26–28” and so on. So what does it mean that our platform minstrel changes his preference from natural blonde to dyed blonde so quickly? Is it her sheepishness in admitting to it that he likes? A sense of power over her? Or are Match basically saying that really girls, men don’t care what colour your hair is as long as you play with it? I suggest we all sign up and find out.


Tied up with string: January

What’s been tickling my fancy this month then?

A Song

Song of the month is Traktor by Wretch 32 featuring the ungoogleable “L”. Wretch says CHOO CHOO GO HARD GO FASTER in it, it’s made of an insanely good combination of beats, synth wooshes and surf guitar, and it’s stupidly addictive. I had it on repeat play ten times in a row at one point. Ahem.

An album

I already put it in my Top 20 of last year, but it’s only really come out in the UK this month, and it’s a big grower. Last Train to Paris by Diddy – Dirty Money is superb. It sounds to me like an electro-R&B sequel to Kraftwerk’s Trans-Europe Express, with a consistently hypnotic chug about it, a strange atmosphere of repressed minimalism, and some brilliant songwriting. Hear it on we7


How lovely was ‘Head Over Heels In Rats’? I am now broody for a rodent friend who isn’t my toy rat from Ikea.

A film

‘What about the King’s Speech?’ asked a colleague on the bus the other day, as I was confessing to my Black Swan addiction (I’ve seen it FOUR TIMES at time of writing). ‘Oh I couldn’t give a shit whether the King makes his speech or not,’ I replied. And I couldn’t.

I've been looking at you, you've been looking at me

I want 100 minutes of extreme close-ups, brilliant sound design (SO LOUD in the cinema!), paranoia, feathers, creepiness, crotch-grabbing, and mirrors, mirrors, mirrors. It’s Roman Polanski meets John Waters meets David Cronenberg and I can’t remember watching a film so obsessively and repeatedly since I got my hands on a VHS of Nightmare On Elm Street in the mid 80s. I suppose there’s my formula: give a girl an eccentric mother figure and throw her into a world where the boundaries of reality are always shifting, and I’ll love it for life (see also: Run Lola Run, Hellraiser).

Some adverts

I’m a big fan of the Which? advert with the ‘genuinely filthy dog’ in it. Why does it speak to me so much, this creature who starts out all clean and handsomely muzzled before going off to have adventures, lick tramps and rifle through bins? Who can say?

Genuinely filthy dog

I also admire Jedward’s well-judged self-mockery in the Money Supermarket ad; they’ve certainly managed to appear in the only watchable Money Supermarket ad I’ve ever seen.

And an honourable mention for holidaying in Jersey, not an amazing advert in itself, but I like that they’re now ‘The Warmest Place in the British Isles’. It’s a vast improvement on previous years’ Channel Islands campaigns which have proudly boasted ‘WHERE A POUND IS STILL A POUND’. That’s a revolting slogan which speaks only to the aspirations of Daily Express readers, who like the idea of going abroad but only if they don’t have to endure any foreign muck or funny money.

Animal of the month

Born to make you happy

And finally, a salute to the humble cochineal, whose pulverised remains are once more featuring in the ingredients lists of some of Britain’s favourite shop-bought cake slices. They went away for a while, but these days with ‘No Artificial Colours or Flavourings’ a big selling point, they’re back back back!

Thousands of these otherwise unloved beetles are dying every day to ensure that our cakes are just that little bit more red. WE WILL NOT FORGET.