Bumble ad celebrates the messiness of dating life
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Signal
Nov 17, 2021
Bumble ad celebrates the messiness of dating life

A Bumble campaign is celebrating the process of dating, instead of following the industry norm of focusing on happy endings. It reflects people’s increasingly exploratory approach to post-pandemic dating, a space in which Bumble’s gender safeguards make it especially popular.

The campaign is titled ‘Fall In Love With Dating’ and depicts a woman experiencing a variety of relatable moments such as exchanging awkward first introductions, brushing her teeth with her finger after staying the night, and raising relationship doubts with friends. Daters are rethinking their dating strategy and getting intentional about what they want – indeed, 70% of people are open to going on four dates a week to maximise their chance of making a match. As people emerge from the pandemic, Naomi Walkland, Bumble vice-president of marketing for EMEA, says the campaign is about “showing the beauty of the messy, in-between stages of dating and empowering women to take control of their dating lives.”