UK – Dating app Bumble is exploring the trials and tribulations of dating during 2020 as part of its new campaign by The Brooklyn Brothers.
Featuring Bafta-winning actress Helena Bonham-Carter as the narrator and ‘godmother of dating’, the advert touches on the common relationship pressures felt during the holiday season. In the campaign, Bonham-Carter reflects on the dating barriers people have faced in a year of social distancing.
With Bumble’s recent research finding that 71% of its app users felt their dating life had been significantly affected in 2020, the ad hopes to connect with the shared experience of daters, especially over the festive period. ‘There was an opportunity to do something that showed we understood – something that feels as if it’s for women, by women – and to celebrate this imperfect dating journey that so many people have been on,' says Cali Oliver, creative director of The Brooklyn Brothers.
The dating landscape has faced new challenges this year, leading to innovation in the sector through tools and platforms that encourage socially distant dating.