Tinder just debuted a new ad campaign in time for the holidays, one of the busiest times of the year for dating app users. The company hired creative agency Mischief@NoFixedAddress to appeal to young Gen Z daters, its target audience.
According to The Drum, the new ad tagline is “you’re not for everyone,” and highlights in a funny way some unusual passions of singles that not everyone will find endearing. The ad is meant to assure its users that no matter how unique their interests are, there will always be someone who’s into the same things.
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The first ad features a woman doing astral projection from her living room floor surrounded by candles who loses her zen focus when a roommate wanders in.
The second shows a woman crying in front of the TV, marveling at how much she connects with a reality show star. The series celebrates finding authenticity in dating by highlighting unique and varied interests we all have, weird quirks included, noting that not everyone is into what we are but someone will be.
“It’s beautifully fitting that we found the perfect partners in a dating app,” said Greg Hahn, co-founder and chief creative officer at Mischief @ No Fixed Address. “The Tinder team has ambitious creative goals, wants to make a stir, and – most importantly – are just incredibly warm and fun people. We’re so happy we’re in this for the long haul.”
The campaign advertises the company’s new Explore section, where users can search people specifically by interest and strike up a conversation. Tinder is putting a lot of resources into development of this section for a Gen Z audience. Explore also houses seasons one and two of Swipe Night, an interactive thriller series, and virtual speed dating.
The company announced recently that it will be tapping into the metaverse, where users can go on virtual dates and create avatars to interact with each other over the app, which will also likely live in the Explore section.
Tinder’s chief marketing officer George Felix said of the new campaign: “Mischief’s work has been impossible to ignore. Their combination of strategic thinking and creativity produces work that cuts through. We wanted a partner that could help us show the world what’s new with Tinder ... and it didn’t hurt that they are fabulous human beings and collaborative partners.”
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The ‘You’re Not For Everyone’ campaign will be advertised across social media in the UK, with additional placements on TV and streaming services in the US.