Tinder Ads Take on Dating App Skeptics and Haters

Dating apps have got a bad rap lately, so Tinder takes the skeptics with playful advertisements that flip the script in negative narrative about modern dating.

Tinder has unveiled the latest chapter of its “Start with a Swipe” campaign. once again invites daters to reconsider what they thought they knew about the app. Created by the registration agency Mischief @ No fixed addressthe new ads stress how “it sucks to be wrong” about a lot of things, but “it’s great to be wrong on Tinder.”

A man misjudges how much spicy food he can handle on date night. A couple arrive at a hotel for a romantic getaway and find themselves in an unusual situation. Another pair of daters discovers a startling revelation in an art class.

Each of these scenarios highlights the unexpected, chaotic and humorous side of dating, made lighter by having found someone special on Tinder.

“People often go to Tinder without knowing what to expect and find themselves meeting cool people. It’s really good to be pleasantly surprised,” said Stephanie Danzi, svp of global marketing at Tinder, to ADWEEK.

The campaign launches in the US on December 26 and will roll out globally in the coming months. It coincides with a busy period for online dating from January to Valentine’s Day, when previously Tinder saw 2.1 million more messages and 298.4 million more “likes” sent per day to international compared to the rest of the average of the year.

During this peak season, the application belongs to the Match Group Hinge is also a campaign to invite new users.

Tinder’s message remains consistent: the app works. According to their data, a new relationship starts on Tinder every three seconds.

“If you hear someone share a Tinder success story, they often start by saying, ‘That’s a funny story; we met on Tinder. It’s this disbelief, which is ironic, because that’s how so many people meet,” Danzi said.