Tinder Launches New Ad in the UK to Appeal to Young Daters

Tinder has launched a new branded ad in the UK, aimed at a younger generation of daters that are turning to the app to expand their social circles as well as to find love.

The new ad debuted on Boxing Day in the UK according to The Drum, and stars a young woman named Ava who just moved to London. She calls her sister to express her loneliness, and wonders if she made the right decision in moving. Her sister suggests getting out of the house and meeting some people, and so her new life in London takes off with the help of Tinder.

She begins dating, but it doesn’t go exactly as she’d hoped. Her first date challenges her values of working hard and striving by admitting that he doesn’t find ambition “that attractive.” Then she meets Maya for a date, and while the two discover that they aren’t really attracted to each other, they turn out to be great friends. She goes on more dates, none of whom really spark romantic love interest, but offer her a wider social circle and new possibilities for meeting someone special as they introduce her to their friends.

The ad aims to convey the utility of the app for meeting people and forming new relationships, no matter if they are romantic or not, according to The Drum. It also shows that friendships can result from meeting people on dating apps, and when you are getting to know people as friends, you are increasing your chances of finding love, too. This goes against the long-held perspective of instant chemistry and “love at first sight.” Rather, most people have a journey to find real connection, and meet a lot of people with different backgrounds and perspectives along the way.

Twenty-something daters are more likely to turn to dating apps for forming friendships as well as dating, and the ad appeals specifically to this coveted market.

“Tinder is the world’s most popular app for meeting new people. It enables connection between people that may never have normally met,” says Joanna Pons, senior marketing director, Northern Europe at Tinder in a press release about the ad.

She goes on to say: “Today, no dating journey is linear, it is full of possibility and self-discovery as our desire for human connection is as strong as ever. Our brand film aims to create a ‘that’s me’ moment - whether it’s remembering when you moved to a new city or sought new relationships and the crucial role that Tinder can play.”

The ad is part of Tinder’s “It Starts with a Swipe” global campaign. For more on this dating app, check out our Tinder review.