Dating is hard work. To make it easier,
Tinder suggests double dating in its new "Dump Traditional Dating" campaign.
Jellyfish handled creative. OMD is the media agency.
The target audience is Gen Z, which prefers a more social dating experience to a traditionally scripted one.
Building on its European launch, Tinder launched "Dump Traditional Dating" in
the U.S. this week. The rollout includes Peacock, HBO Max, Amazon Prime Video, Netflix, YouTube, TikTok, Snapchat, Meta Instagram (Feed, Stories and Reels) and YouTube Shorts.
There are also
VOD and radio components.
The spot contrasts traditional dating elements with newer, just-fun scenarios. Tinder's Double Date feature lets users pair up with a friend to match and chat. The
idea: There is no one way to date.
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The campaign was created in tandem with "Double Date Island," Tinder's dating series hosted on TikTok.
Adrian Thomas and Andrew Stone, creative
directors at Jellyfish, said: "We didn't just want to tell Gen Z there's a new way to date. We wanted to show just how outdated some of the old rules can feel when you put them next to the way young
people actually socialize today."
Jellyfish's creative work includes Hoka, Netflix, Experian and Japan Airlines.
The 14-year-old Tinder claims its app has been downloaded more
than 630 million times, leading to over 100 billion matches. It serves an estimated 50 million users per month in 190 countries and 45+ languages.