Hinge Creates Commercials Showing Users ‘Breaking Up’ With Profile Pictures

Hinge has created four new video commercials as part of its ongoing ‘Designed to be Deleted’ marketing campaign, showing users “breaking up” with their profile pictures because they’ve found a serious relationship.

The characters are thankful to the images for helping them find a date, but are now ready to delete their dating apps.

Launching in the US on 12th July, the campaign is scheduled to roll out across the rest of the world in the next few months. It will be available on television, streaming platforms and a variety of social media, like Facebook, Instagram and Snapchat.

Hinge worked with creative agency ‘Opinionated’ to create the spots. Senior Art Director Cameron Sloane told AdNews: “The best advertising starts out of honesty and humanity. For us, this campaign was fun to work on because we had so much combined experience with life on dating apps.

“The app deletion phase of a relationship is a transitional one, and as such it can be a bit strange, all the while exciting. So it was fun to visually represent that truth and let that scenario play out in a fictional construct.”

The ‘Designed to be Deleted’ campaign was first launched in 2019, which showed Hinge’s commitment to losing users and combating the industry-wide gamification of online dating.

CEO Justin McLeoad spoke to Sifted this week about the history of his dating company, where he also reiterated his commitment to being honest with his users.

He said: “There are so many horrible unintended consequences of [selling user data and advertising] that I’d rather have a straight-forward, honest transaction between us and our users…we make money from our users so they are not the product we are selling.”

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Dominic Whitlock

Dominic is the Editor for Global Dating Insights. Originally from Devon, England he achieved a BA in English Language & Linguistics from The University of Reading. He enjoys a variety of sports and has a further passion for film and music.

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