OkCupid’s New Ads Focus on Politics, BDSM and Other Make-or-Break Dating Factors

It's the brand's first campaign with Mekanism

A subway car with OkCupid ads
OkCupid's latest digs into politics. OkCupid

Two years ago, dating app OkCupid was the darling of the creative world. The brand’s “DTF” campaign from Wieden + Kennedy New York twisted the original meaning of the acronym with dozens of new sayings designed to move dating away from just hookups. The bold campaign—a first for OkCupid, founded in 2004—significantly boosted buzz, made a statement, and drew both praise and scorn. Some transit authorities rejected some of the ads or the entire campaign, like the Chicago Transit Authority.

@zanger doug.zanger@adweek.com Doug Zanger is a senior editor, agencies at Adweek, focusing on creativity and agencies.
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