For singles, the first two months of the year is a period when dating and making new connections is top of mind. Online dating site Tinder hopes to capture some of their attention with a new international campaign rolling out across the U.S., Mexico, Germany, Brazil and Thailand. 

The effort is the latest installment of the firm’s “It Starts With A Swipe” brand platform created with agency @No Fixed Address; the campaign will include CTV ads and OOH placements. 

According to company, the first Sunday of the year (Jan. 7) is known as Dating Sunday, when the number of Likes sent on Tinder typically surges 18% and there's a 22% increase in the amount of messages sent on the app.   

And from the beginning of the year through Valentine's Day, there are 2263 photos added to profiles every minute, the company notes, and over 500 profile bios are edited a minute. 

The new ads feature messages that are short and sweet. “Some Tinder dates end with a good night kiss,” states the narrator in one new spot that shows a young couple snuggling in the back seat of a convertible parked at a remote spot as the sun rises. “Some don’t end at all.”  

“One thing led to another on Tinder,” the narrator begins in another ad, as the viewer follows a trail of clothing that leads to a young couple dressing up for what could be a night out. “Now you have a boyfriend and a second wardrobe.”