Tinder has debuted a new iteration of its brand campaign inspired by “It Starts with a Swipe.”
The latest ads –created in conjunction with agency Mischief @ No Fixed Address– are inspired by love at first sight scenes in movies. These ads star Gossip Girl actor/skateboarder Evan Mock and actress/YouTuber Lana Condor.
The campaign humorously recreates cliche scenes from romantic comedies with a modern day twist. The underlying message is that while life may not recreate the movies, dating apps can provide sweet and happy beginnings.
“Daters today are nostalgic for the meet-cutes they’ve seen in old rom-coms. But the reality is that the rom-com meet-cute is the exception, not the rule. Tinder is where modern-day meet-cutes happen — just ask the millions of couples who have met on Tinder,” said Stephanie Danzi, SVP of marketing at Tinder, in a statement shared with Brand Innovators. “A new relationship starts every three seconds, thanks to Tinder. This campaign celebrates those millions of relationships, and we were honored to build creative inspired by real first messages from real Tinder couples.”
Tinder debuted the “It Starts with A Swipe” global brand campaign last year to mark the dating app’s 10 year anniversary and the invention of the swipe. It was the brand’s first-ever global brand campaign.
The effort targets Gen Z daters by promoting itself as the largest most diverse dating app in the world. In 160 countries, more than half of the company’s user base is Gen Z.
Last year’s spots also looked at modern day fairy tales including “Proving Astrology Right” and “Someone to Save the Planet With.”
