OkCupid Redefines 'DTF' in Striking Ads That Are Like Little Works of Art

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OkCupid is DTF, but not like that.

The dating site rethinks that blunt old acronym, originally meaning “down to fuck,” by making it the centerpiece of a new campaign from Wieden + Kennedy New York—with the F word replaced by dozens of enlightened alternatives, leading to phrases like “down to feel fabulous,” “down to forget our baggage” and “down to fight about the president.”

The point being: Dating can and should be about more than hookups. The tagline is, “Dating deserves better.”

The headlines are matched with fun, brightly colored photographs.

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