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."