Will Tinder’s New Cute Campaign Hit Jaded Singles?

Tinder, the world’s most popular dating app, has unveiled the latest chapter of its acclaimed global campaign, “It Starts With a Swipe.” 

This campaign highlights the enchanting beginnings of real-life relationships formed on the app, showcasing the authentic first messages exchanged by couples who met on Tinder and are now together.

Featuring a series of video spots that blend the charm of classic romantic comedies with the realities of modern dating. Each spot presents singles encountering each other in iconic rom-com scenarios, but with dialogue directly inspired by the actual first messages from real Tinder couples. 

These narratives underscore the idea that while classic meet-cutes might seem a bit outdated, they happen every day on Tinder in a digital-first world.

In the post-pandemic era, many people are searching for genuine, meaningful connections. The younger generation, raised in virtual spaces, now feels a nostalgic pull towards the in-person ‘meet cutes’ depicted in sitcoms and movies. However, traditional rom-com scenarios often seem awkward or implausible to today’s daters.

The campaign features well-known actors such as Lana Condor (To All The Boys I’ve Loved Before) and Evan Mock (Gossip Girl), depicting relatable dating experiences of today’s youth. By incorporating real couples’ first messages, the campaign highlights the excitement, awkwardness, and sparks of genuine first interactions in the digital age.

Melissa Hobley, Chief Marketing Officer at Tinder, remarked, “Only 8% of offline daters say it’s easy for them to find a date IRL. At Tinder, we want to empower our users to find meaningful connections that carry into real life.”