As Gen Z sours on dating apps, Bumble hopes classic romance and sentimentality can bring them back.
On Monday (Sept. 8), the dating app released a black and white ad featuring real couples who met on the platform. It is the latest chapter of Bumble’s “For the Love of Love” campaign that began last month.
Set to Labi Siffre’s 1971 track “Bless the Telephone,” the spot zeroes in on small, tender gestures between couples–holding hands, making eye contact, dancing in the living room. Bumble chose a monochrome palette to evoke the timelessness of human relationships, according to the brand.
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