We missed this campaign earlier in the week, but a couple of people urged us to post on it so here it goes. The concept of integrating infamous dating app Tinder with non-cable screen watching service thing Apple TV strikes us as really weird, but it happened.
Tinder’s in-house team combined the two under the creative direction of Kevin Butler, who you may remember as the guy who ran Playstation at Deutsch and Airbnb at TBWA\Chiat\Day before working at Facebook, Hyperloop and now Tinder.
These spots are pretty funny in the vein of work by various agencies promoting Netflix. In the first one, a mother is a little too concerned about her son’s dating preferences.
The only proper response to that one is, “MOM!!” The spots pretty much all continue in this mold with some of the same characters.
The Tinder team considered pretty much every scenario. There’s a young woman version and a grandma version, for example.
Joey with the good hair!
This is maybe the best in the series, what with the barely-formed innuendos and all.
We were also into the “swipe left, right?” spot and this one, where pervy old dad just can’t help but get in on the fun.
About the product itself, though. Even those who got married before dating apps really took off understand that there’s a communal aspect to checking out the field and making that potentially significant swipe of your finger and reducing all the other single people on earth to commodities whose entire existence can be dismissed with a “next!”
But looking at headshots on a phone while in a bar or an Uber or a shitty English class is one thing. This practice removes any hint of intimacy from the process, doesn’t it?? Everyone knows that these visual profiles are public, but it feels weird to imagine a bunch of people critiquing your pictures like you’re a professional model or something.
Also, there’s not a whole lot of competition in the dating app market now that Tinder, Match and OKCupid are all run by the same guy.
But the ads are still good.
CREDITS
Client/Agency: Tinder
CMO: Ferrell McDonald
ECD: Kevin Butler
Edit: Exile
Editor: Nate Gross
Producer: Michael Miller
Executive Producer: CL Weaver
Director: Casey Storm
Directory Of Photography: James Wall
Executive Producer: Scott Kaplan
Producer: Jed Herold