Dating app Archer’s new ads say (some) d*ck pics are welcome

Billboards and wild postings by Tombras champion consent on the gay dating app

Published On
Jun 25, 2024
Archer OOH

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Word on the street is the dating scene is abysmal in real life and online, but especially on gay dating apps. The chief factor in that complaint, for many, is unsolicited nudes and the seemingly inevitable reality that those searching for love may encounter a body part before they do a selfie.

Well, a new campaign from gay dating app Archer aims to show the sexy side of consent with billboards that express, in no uncertain terms, what kinds of nudes people want to see.

Created by agency Tombras, “Solicited D*cks” highlights how Archer’s in-app safety features empower the users to see only the dick pics they want to see. The campaign—launched across digital and social channels, as well as billboards and wild postings in New York—describes how Archer requires every profile to be selfie-verified with a face pic, but blurs any pictures sent that may contain nudity.

A warning message will also pop up before a user decides to open it, giving people the choice of whether to tap the photo to view it or ignore it.  

Wild postings include messages such as “Do we use a dick filter? Yes, yes, we do,” and “Working tirelessly to weed out the dicks you don’t want from the ones you do.” 

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In addition to the billboards and wild postings, Archer is sending “Solicited D*cks” posters to bars and events across the country in Boston, Chicago, Dallas, Fire Island, Houston, Los Angeles, Miami, Nashville, New York, San Francisco and Washington D.C.

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"We think there should be less stigma around consenting gay men sharing intimate photos with each other, and from the very beginning we've prioritized safety and security on our app,” Michael Kaye, head of brand at Archer told Ad Age. “Solicited D*cks is all about showing how consent is sexy."

The campaign was built (and phrased) the way it was to show consent can be provocative, Avi Baliga, executive creative director at Tombras added.  

"It’s really exciting to work with brands that are born of a clear purpose. Archer’s is to bring safety and consent to gay dating apps. We wanted to bring that incredible purpose to life in the most compelling, provocative, stop-you-in-your-tracks way. Hopefully saying 'Solicited Dicks' in 3,000 font size on and putting them on billboards across NYC does that,” he said. 

Credits

Date
Jun 25, 2024
Client :
Archer
Agency :
Tombras
President :
Dooley Tombras
Executive Creative Director :
Avi Baliga
CCO :
Jeff Benjamin
Chief Purpose Officer :
Lindsay Harris
ACD Art Director :
Maddie Lane
Associate Art Director :
Gwynie Bahr
Associate Copywriter :
Carter Halvorsen
Account Director :
Kenzie Grubbs
Director of Project Management :
Sarah Holtz
Senior Producer :
Caroline Deason
Senior Media Buyer :
Carly Kirkpatrick
Head of Brand :
Michael Kaye

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