Samantha slips from a ladder whereas reaching for a guide within the library, however simply on the proper second, John steps in to catch her. It’s a traditional meet cute second, harking back to numerous sentimental scenes from romantic comedies.
However this meet cute didn’t occur in actual life. As Samantha fumbles over her phrases, it turns into clear that this interplay truly performed out on a relationship app, particularly Tinder.
“Meet cutes occur daily on Tinder, simply not like they do within the motion pictures,” the voiceover says.
Tinder has gone full romcom within the newest chapter of its ongoing world marketing campaign, “It Begins With a Swipe.” Because the model continues its try to woo audiences who’re disillusioned by relationship apps, this time it desires to problem “inaccurate perceptions of how romances ought to begin, which might get in the way in which of actual love and connection,” chief advertising and marketing officer Melissa Hobley informed ADWEEK.
“It doesn’t have to begin like a romcom to develop into a romance,” she stated.
Created by company Mischief @ No Mounted Handle, the three new advertisements are impressed by the primary messages of actual {couples} who met on Tinder.
“Rescue,” set within the library described above, is the primary time that Tinder has labored with celebrities on this marketing campaign. It options actors Lana Condor (star of Netflix’s To All of the Boys movie franchise) and Evan Mock (from HBO’s 2021 Gossip Woman remake) as Samantha and John.
The fantasy scene imagines what Samantha and John’s preliminary interplay would have appeared like if they’d met in actual life first. In homage to the style’s most recognizable moments, the soundtrack is Sixpence None the Richer’s “Kiss Me,” which turned well-known because the theme music for 1999 teen romantic comedy She’s All That.
A second spot, “Rain,” illustrates Tinder messages between Kate and Lain, whose encounter is rife with romcom tropes: They discover one another in a area of flowers in the course of a rainstorm. As certainly one of them shares the main points of her astrological delivery chart, they embrace underneath parting clouds that reveal the message bubbles of their Tinder chat.
