Bumble has collaborated with Mono, a Minneapolis-based agency, to promote features on their app in order to make the dating experience safer. ‘The New Rules of the Game’ launches this week.
The campaign consists of three 15-second videos. The first of the three, ‘Game, Set, Unmatch’, is of a man and woman playing tennis with the man playing in an overly aggressive manner. The woman eventually says ‘no’ where the camera then pans to her phone where she uses the unmatch feature in order to block him. “If your match crosses a line, use Bumble’s unmatch to keep the ball in your court,” the ad suggests.
‘Home Run’ consists of a woman being pitched an eggplant as a euphemism for unsolicited explicit pictures; she hits this away with a baseball bat. This hints towards Bumble’s private detector feature which is used to blur any nude images unless the user chooses to view them.
The final video, ‘Halftime’, which shows a football player and her coach. The coach pivots by suggesting the player rest and “Head back out there when we feel like it” by using Bumble’s snooze mode, which hides a user’s profile while keeping their connections and chats.
“Whether you are currently part of the Bumble community or considering jumping back into your online dating journey, we wanted to remind people of some of our key safety features that put the control in our members hands,” Bumble’s director of marketing for the Americas Samantha Garcia told Adweek. “Creating a space to find safe, healthy and equitable relationships is our core mission, and we wanted this campaign to relay that in a relatable way.”
This serves as a nod towards staying safe whilst online.