Tinder Goes Romcom in Latest ‘It Starts With a Swipe’ Campaign

“Daters today are nostalgic for the meet-cutes they’ve seen in old rom-coms. But the reality is that the rom-com meet-cute is the exception, not the rule.”

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Tinder has launched a new chapter of its global campaign, “It Starts With a Swipe,” featuring the first messages of real couples who met on Tinder and are currently in relationships.

In a series of new video spots, the campaign draws on the serendipity of classic romantic comedies reimagined through the lens of modern dating.

The spots feature singles meeting in rom-com scenarios, with dialogue inspired by the real first messages of couples who met on the app.


 

“Daters today are nostalgic for the meet-cutes they’ve seen in old rom-coms. But the reality is that the rom-com meet-cute is the exception, not the rule. Tinder is where modern-day meet-cutes happen — just ask the millions of couples who have met on Tinder,” said Stephanie Danzi, SVP of Marketing at Tinder.

“A new relationship starts every three seconds, thanks to Tinder. This campaign celebrates those millions of relationships, and we were honored to build creative inspired by real first messages from real Tinder couples.”


 

The spots feature actors Lana Condor (To All The Boys I’ve Loved Before) and Evan Mock (Gossip Girl). By integrating real couples’ first messages, the campaign underscores the modern meet-cute as a digital-first experience, complete with all the excitement, awkwardness and sparks of any first interaction, said a release.

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