How far would you go to find that special someone?

Spencer Griffin-Beale is single and looking for love. At least, that’s what the billboards he spent thousands of dollars on are advertising across Edmonton.

“Marriage is very important to me, and I’m looking for a life partner, a wife,” the 40-year-old oilfield and construction worker said.

The solitary and male-centred nature of his job, however, hasn’t lended itself well to dating opportunities.

He still tries his luck with the traditional blind dates, hitting up the bars, speed-dating events or the apps. The billboard ads, however, are meant to set him apart from other eligible bachelors.

“I know my method is quite unconventional, but I had to think outside the box and think of a way that I can stick out more than all the online profiles,” he said.

“I’m one of the last people in my extended family and friend circles to have been married yet, so it kind of hits hard that way, and I always wanted to meet somebody, and I thought it would happen by now.”

His new inspiration comes from trends dating back decades of putting personal ads in the paper.

“But a lot of people don’t read the newspaper in 2026, so I thought, what’s the way I can get myself out there that a lot of single women would see it?”

The public ads direct prospective singles to his personal website, wherein he lists his credentials and interests: A metalhead with a non-smoking, non-drinking lifestyle who enjoys travel, photography and film.

Griffin-Beale’s efforts have so far gotten him encouragement, one date, and one “troll” who made fun of him.

“I was expecting a lot more,” he said of the online hate. He’s not deterred.

How has our pursuit of love changed in 2026?

In a modern dating world of automated swipes and hyper-online personalization, matchmaker Megan Tyschuk commends Griffin-Beale for his unique approach.

“If you’re going to be intentional about it, why not?” she told CTV News Edmonton.

She says she’s seen clients using business cards, QR codes or even toting customized stamps to the bars to grab people’s attention.

“It’s a way to essentially say, ‘Hey, I’m interested in you, but you can do whatever you want with that information,’” she said.

University of Alberta tech and media professor Nicolette Little says our growing reliance on online dating platforms may be less valuable to us as it makes more money for shareholders – a process sometimes referred to as ‘enshittification.’

“Algorithms will decide what we see or not, who we see, and we know that is shaped by profit motives for different companies that run these dating apps,” she said. “It makes the companies a lot more money if we’re kept swiping longer, so we’re not necessarily being shown the best matches.”

The other factor to consider is AI-generated dating profiles, bots or catfish schemes.

“We get a lot of issues with deep fakes … lots of concerns of bad actors or maybe dishonest users, and enhanced digital tools to facilitate people not putting their real selves forward,” Little said.

“We’re also in a society where there are escalating rates of gender-based violence, and not only that, but I think people want to get out after lockdowns … there’s been a resurgence in speed-dating.”

Little, much like Tyschuk, wishes Griffin-Beale luck and love in his grand pursuit of a partner.

Griffin-Beale hopes continued coverage widens his playing field.

“Don’t be afraid to reach out. My pictures on the site may look mean, but I’m not mean.”