Tinder’s New Ads Challenge Romcom Clichés, Showcasing Real Connections On Dating Apps. Swipe Fatigue Meets 90s Nostalgia.
Tinder’s latest chapter in its global campaign, “It Starts With a Swipe,” aims to challenge the “inaccurate perceptions of how romances should start,” says chief marketing officer Melissa Hobley. The campaign, created by Mischief @ No Fixed Address, features three new ads inspired by the first messages of real couples who met on Tinder.
In the ad "Rescue," actors Lana Condor and Evan Mock recreate a library scene where John catches Samantha as she slips from a ladder. This fantasy scene imagines their initial interaction as a classic romcom moment, set to Sixpence None the Richer’s “Kiss Me.” However, this meet-cute actually happened on Tinder, illustrating how modern romances start differently but are just as meaningful.
The second spot, “Rain,” depicts Tinder messages between Kate and Lain, who meet in a field of flowers during a rainstorm. The ad emphasizes their quirky connection, reflecting the genuine and sometimes awkward nature of dating app interactions.
“Taxi” features Danielle and John, who bump into each other while hailing the same cab. Their conversation begins with a cheesy pickup line, mirroring the accidental “double send” that started their Tinder chat.
“We tried to keep it awkward, just as dating app interactions can be,” says Bianca Guimaraes, executive creative director at Mischief. “Ultimately, we want anyone watching this to see the Tinder ‘sup?’ as the equivalent of your dog knocking down a stranger you end up falling in love with.”
Tinder’s campaign taps into 1990s nostalgia, aiming to resonate with younger generations who have an affinity for the era’s culture. The ads will run globally across online and digital streaming platforms, promoting Tinder’s Single Summer Series events.
Since launching “It Starts With a Swipe” last year, Tinder has aimed to shift its image from a hookup app to one that facilitates meaningful connections. This strategy has been effective, boosting user sign-ups, particularly among women and young people. However, Tinder and its rivals face challenges in maintaining user engagement amid dating app fatigue and safety concerns.
Tinder’s latest commercials highlight that relationships do happen on the app every day, aiming to change perceptions and emphasize the platform’s potential for meaningful connections. As Hobley notes, “We still have some perception change to do. This campaign has been working, but change doesn’t happen overnight.”