Amsterdam – The dating app is reframing conventional ideas about dating, using its latest campaign to promote enjoyment in the process of meeting new people. The ad, Fall in Love With Dating, shows everyday dating experiences through the eyes of a woman – shown choosing photos for her Bumble profile, messaging people and going on various dates.
It intentionally avoids the trope of finding a happy ending, instead communicating the pleasure of exploration through dating. Naomi Walkland, vice-president of EMEA marketing at Bumble, says: ‘Either you talk about wanting to end up with someone or you’re in a hook-up phase, but there’s never just a celebration of the journey of dating and how fun that can be.’
While the pandemic temporarily halted or redefined many people’s experiences of dating, this campaign showcases a continuation of some of the behaviours we explored in Uncoupled Living. In this trend, we identified the ways in which dating platforms such as Tinder have celebrated singledom and diverse relationships.
Dating apps must look beyond conventional romantic connections in their products and services, considering opportunities for connecting existing couples or friendship groups with people in similar positions, for example