News

Bumble Launches ‘Fall In Love With Dating’ Advertising Campaign

Bumble has launched a new advertising campaign, showcasing the traditions and trends of modern dating. The new campaign removes the focus from a typical ‘happy ending’ that many viewers would expect from a campaign about finding love.

Created by 72andSunny Amsterdam, it shows everyday dating experiences through the eyes of a woman while avoiding the happy ending that many viewers might expect from a story about searching for love.

The campaign is based on research from Research Without Barriers that found a third of people (32%) in the U.K. would describe their approach to dating as “exploratory” and 70% would go on up to four dates a week to meet as many people as possible. Since the pandemic, there has also been a greater trend of people being clearer about their intentions around dating.

The campaign focuses around the journey of a woman going on many dates and experiencing relatable moments such as asking friends for advice, cooking for a date for the first time and brushing her teeth with her finger when she stays the night at a date’s place. The campaign then ends unclear as to whether the woman is with one of the dates, reading “Fall in love with dating.”

Naomi Walkland, Bumble’s vice-president of marketing for the EMEA region, believes that narratives about dating that are targeted at women tend to focus on the outcome of finding a long-term relationship, rather than the exploratory journey along the way.

“Either you talk about wanting to end up with someone or you’re in a hook-up phase, but there’s never just a celebration of the journey of dating and how fun that can be,” Walkland explained. “Our brief was around showing the beauty of the messy, in-between stages of dating and empowering women to take control of their dating lives.”

Laura Visco, executive creative director at 72andSunny Amsterdam, said: “The film is honest. It can be super easy to fall into rom-com land, but we wanted to get under the skin of how dating can feel.

“We also wanted to normalise a lot of things that can happen on that journey. Taking your time or not wanting to settle right away is okay. There are a lot of things that you’re learning about yourself and what you want from dating in the process.”

Read more here.

Luke Smith

Luke is the Editor for Global Dating Insights. Originally from London, he achieved a BA in Journalism from De Montfort University, Leicester. An experienced content writer, he enjoys a variety of sports, with a keen passion for his football team, Fulham FC.

Global Dating Insights is part of the Industry Insights Group. Registered in the UK. Company No: 14395769