Tinder unveils more ‘It Starts With a Swipe’ ads from Mischief and Los Perez

The brand points to the new marketing platform as a boon for its user trend data

Published On
Aug 07, 2023
A couple lying in a field of flowers

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One sign of a simple, solid marketing message is that it can feel compelling and complete in just 15 seconds—that sometimes-maligned spot length which is actually a perfect frame for a certain type of appeal.

Tinder’s “It Starts With a Swipe” campaign from Mischief is a good example. Several :15s were part of the launch back in February, and in some ways they were just as fully realized as the more lavish :60.

Now, Mischief and directors Los Perez are back with a trio of fresh :15s, which combine fun camerawork with bite-size glimpses into Tinder dates that veer into something more—extending the brand’s strategy to be known as more than the “hookup app.”


The new work will be running on CTV, OLV and paid social.

“Possibilities are at the center of this global Tinder campaign, whether that’s a one night stand, summer love or something that turns into a long term relationship,” said Melissa Hobley, global chief marketing officer at Tinder. “We’ve cracked a brand platform for the long term that truly reflects the bold, unapologetic and unignorable shift in how youth culture approaches dating and relationships.” 

She added: “Mischief nailed the vision and message in placing a big bet on showing all of the unique adventures that people find on Tinder through really striking, fun creative that invites Gen Z to come swipe through their own possibilities.”

Tinder said it grew revenue 6% in the second quarter, versus a year earlier, and credited the new marketing campaign with helping new user and reactivation trends. “The campaign has meaningfully improved brand consideration and intent, especially among females, who are critical for the success of Tinder’s ecosystem,” parent company MatchGroup said.


Aug 07, 2023
Client :
Agency :
Global CMO :
Melissa Hobley
SVP Global Head of Marketing :
Stephanie Danzi
VP Global Marketing :
Rodrigo Fontes
Global Brand Director :
Devin Colleran
Global Brand Marketing Coordinator :
Melenie Becerra
Director Global Media :
Rachel Lewis
Senior Media Manager :
Kyle Fagan
Co-Founder & CCO :
Greg Hahn
ECD & Partner :
Bianca Guimaraes
ECD & Partner :
Kevin Mulroy
Associate Creative Director :
Eleanor Rask
Associate Creative Director :
Trevor Joplin
EVP Production :
Will Dempster
Senior Producer :
Coleman Sweeney
Head of Strategy :
Jeff McCrory
Group Strategy Director :
Ed Gunn
President & Partner :
Kerry McKibbin
Managing Director :
Tyler Harris
Account Director :
Taylor Jerome
Senior Account Executive :
Maddy Vonderhaar
Head of Development & Partner :
Oliver McAteer
Production & Service Company :
Biscuit Filmworks
Director :
Los Pérez
Partner/Managing Director :
Shawn Lacy
Executive Producer :
Andrew Travelstead
Producer :
Javier Alejandro​
Head of Production :
Sean Moody
Director of Photography :
Pau Castejon
Service Company :
Executive Producer :
Daniel Monedero
Executive Producer :
Jesús Álamo
Producer :
Àgata Bert
Producer Assistant :
Borbála Makai
Production Coordinator :
Mariona Colomé
Production Manager :
Carlos Pequerul
Casting :
Lane Casting
1st AD :
Julieta Lasarte
Art Director :
Jose Tirado
Wardrobe Stylist :
Nuria Durá
Make-Up :
Jose Ceferino
Gaffer :
David Felices
Key Grip :
Xavi Torres
Editor :
Ramón Morejón
Editorial :
Rock Paper Scissors
Editor :
Jamie Foord
Managing Director :
Eve Kornblum
Executive Producer :
Justin Kumpata
Senior Producer :
Shayna Rubin
Assistant Editor :
Jobe Lowen
VFX Supervisor & Creative Lead :
Tim Rudgard
Creative Team :
Cynthia Lee
Creative Team :
Jeff Langlois
Creative Team :
Gianluca De Marco
Creative Team :
Nathan Hurlburt
Creative Team :
Lenz Kol
Creative Team :
Sohee Lim
Creative Team :
Sean Myers
Production Team :
Kat Maidment
Production Team :
Diana Young
Production Team :
Rachel Greco
Color :
Company 3
Colorist :
Joseph Bicknell
Color Producer :
Cassidy Conway
Color Head of Production :
Kevin Breheny
Record & Mix :
Grayson Music Group
Audio Director :
Mark Domitric
Audio Executive Producer :
Kelly McCluskey
Engineer :
Vlad Nikolic
Engineer :
Eric Hulme
Sound Designer :
Mike Bisanti
Composer :
Jeff Milutinovic
Composer :
Michael Goldchain

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