Daters break up with their profile photos in Hinge's new ads

Campaign via Opinionated reinforces idea that the app is designed to be deleted

Published On
Jul 07, 2021

Editor's Pick

Dating app Hinge's mantra is that it's "designed to be deleted" -- ie. as soon as the users find love. And that's the scenario depicted in the brand's latest campaign, which has fun with the idea of deleting your profile.

Four playful new spots, created by agency Opinionated and directed by Jonathan Dayton and Valerie Faris of Bob Industries, show daters "breaking up" with their previous profile photos, explaining that they've met someone and they're no longer required. In one case, seen above, a man splits up with several previous versions of himself; another spot sees a woman tell her profile picture she has a girlfriend, to which the picture version responds enthusiastically asking if she meets all her requirements. And in a third, a woman promises her photo, artfully posing in front of angel wings, that she'll go to profile photo heaven after being deleted (spoiler alert; it's a lie). 

The ads are running globally, including on TV in the U.S., as well as on social media platforms such as Facebook and Instagram. Hinge is currently the fastest-growing dating app in the U.S., U.K., Canada and Australia, according to the brand, and is the third most downloaded dating app in the U.S. market. 

"For us, this campaign was fun to work on because we had so much combined experience with life on dating apps," said Cameron Soane, senior art director at Opinionated. "The app deletion phase of a relationship is a transitional one, and as such it can be a bit strange, all the while exciting. So it was fun to visually represent that truth and let that scenario play out in a fictional construct."





Jul 07, 2021
Client :
Agency :
Founder & Exec Creative Director :
Mark Fitzloff
Exec Creative Director :
Rob Palmer
Sr. Art Director :
Cameron Soane
Copywriter :
Scott Fish
Strategy Director :
Dave Daines
Strategist :
Carly Harrison
President :
Trish Adams
Account Director :
Nick Larkin
Account Executive :
Corrina Yanagawa
Executive Producer :
Corey Bartha
Production Company :
Bob Industries
Director :
Jonathan Dayton
Director :
Valerie Faris
Exec Producer at BOB :
T.K. Knowles
Exec Producer at BOB :
John O’Grady
Line Producer at BOB :
Brian Etting
Editorial :
Rock Paper Scissors
Editor :
Haines Hall
Producer RPS :
Dina Ciccotello
Music :
Beacon Street Music
House of Parliament
Animation :
Final Frontier
Sound Mixing :
Lime Studios
Mixer :
Loren Silber
Mixer :
Topher Wright
Sound Design :
Sound Designer :
Reed Harvey

Need a credit fix? Contact the Creativity Editors

Project Type