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The real couples featured in Hinge’s new campaign share a funny coincidence: All of them unknowingly crossed paths with their future partner in person before connecting on the dating app.
Hinge tells these surprising, true love stories in its latest ads, which continue its long-running “Designed to Be Deleted” platform. The campaign–launching amid reports of growing dating app fatigue–is meant to remind people that romance can begin in all sorts of unexpected ways.
“This work is about the twists and turns, celebrating that everyone’s start point [in love] can be different,” Hinge chief marketing officer Jackie Jantos told ADWEEK.
“It’s Funny We Met on Hinge,” developed by creative collective Birthday and directed by India Sleem through Serial Pictures, comprises a film series spotlighting seven real-life couples who met on the app. The couples, of diverse backgrounds, ages, genders, and sexual orientations, candidly reflect on the coincidences, near misses, and unforeseen connections that ultimately brought them together.
The spots will run from Dec. 26 until early March 2025 on social media and streaming services in the U.S., Canada, U.K., and Australia. Starting in January, a group of creators will take to social platforms to share their own stories of connecting with people on Hinge.
The campaign aims to persuade those who haven’t tried dating apps before. It coincides with the new year, which tends to be a busy time for dating apps as many people “set intentions for the next year… including the relationships they want to be in,” Jantos explained.
Among dating app novices, there is sometimes a “deep desire to find a relationship in more serendipitous ways,” she observed. “What we hope to show is whether you crossed paths with someone in the past or are hoping to meet serendipitously, Hinge could be another channel for you to potentially meet a partner.”
Hinge’s new campaign progresses its “Designed to Be Deleted” platform that launched in 2019 and remains one of the most enduring taglines in the dating app sector.