Tinder welcomes the new year with a colorful new round of ‘It Starts with a Swipe’ ads

Directors Los Perez and photographer Pol Kurucz return for the latest installment of the dating app’s creative campaign from Mischief

Published On
Jan 02, 2024
A couple in a convertible gazing at the stars

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A new year brings new beginnings, particularly in the dating world, and Tinder is meeting the moment with the latest ads in its campaign from Mischief themed “It Starts with a Swipe.”

The dating app launched the creative platform last February with videos directed by Los Perez and print/OOH/digital executions shot by photographer Pol Kurucz. Those collaborators returns for the new round of work, which includes a raft of 15-second spots and colorful new still imagery.

The :15s dig into more falling-in-love truths through the lens of Gen Z’s fluid approach to dating. 


The still imagery, meanwhile, is joyfully colorful and highly stylized.

Tinder print ad

Tinder print ad

Tinder print ad

The campaign arrives ahead of Dating Sunday this coming weekend, which Tinder said is the busiest day of the year in online dating—with a 22% increase in the amount of messages sent on the app.

The global campaign is initially rolling out across the U.S., Mexico, Germany, Brazil and Thailand. Other countries are adapting “It Starts with a Swipe” with local executions, too—including this brand film that just launched in the U.K. from agency W Communications.