Bumble has become the latest brand in the cluttered dating app landscape to get a makeover as it tries to reach generations fatigued with online dating. 

The dating app, which launched in 2014 with the distinguishing feature that only women users could make the first move with matches, has undergone a revamp with a refreshed design, new features and a global campaign that speaks to people who are close to swearing off app-based dating. 

Created by Bumble’s in-house creative studio, the campaign and brand refresh are the first major initiative under new CEO Lidiane Jones, who took over from Bumble founder Whitney Wolfe Herd earlier this year. 

Bumble’s campaign, which will run across more than 10 countries, depicts women struggling with online dating fatigue. Both the film and out-of-home ads mix modern sentiments with old-fashioned images inspired by classical artworks. 

In the commercial, set to a soundtrack by Self Esteem, a woman texts her friends that she’s “swearing off dating.” So serious is she in this intention that she joins a convent.

However, she’s distracted by a shirtless gardener. Another nun who sees her frustration hands the young woman a phone with Bumble already downloaded and open on screen. 

In the end, the protagonist leaves the convent to resume her search for love. A line reassures viewers: “We’ve changed, so you don’t have to.” 

Getting a glow up

Bumble’s changes include Opening Moves, a feature that gives women more flexibility in making the first move, with the option to set a question that their matches can respond to. Previously, if two Bumble users matched, the woman would be required to send a message to start a conversation.

For non-binary and same-gender matches, either person can set and respond to an Opening Move prompt. 

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