The dating website Match.com has retired the cutesy "Jack and Jill" animated lovers that have fronted its advertising for the past five years in favour of a trendy couple who find love singing as an unlikely duet in a new £7m-plus campaign.

Match.com, which launched in the UK in 2001 and only began advertising on TV in 2005, is kicking off the heavyweight TV campaign this weekend. It is thought to be part of a media spend this year of in excess of £7m, the amount the company spent last year.

The ads are by the agency Mother – its first major work on the account since picking it up last year – and tell the story of a musical "conversation" between two young people in a music shop. They fall in love, and into harmony, while separately playing instruments in the shop.

The campaign, called "Start Your Love Story", aims to "capture that butterfly moment you feel when you find someone special". A two-minute version of the song written for the ad, called "just like me", has been recorded.

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