If you’ve seen ads for OkCupid or Tinder recently, you might notice something conspicuous: There’s little mention of love or partnership. Instead of trying to convince users that their perfect match is just a click or a swipe or a wink away, OkCupid and Tinder are touting the joy of meeting new people yet remaining unattached.
Both brands are advertising in high-traffic areas in Washington. OkCupid has its edgy “DTF” ads at select Metro stations, and Tinder’s video ad cycles through huge screens on the side of Capital One Arena. Appearing amid ads for Etihad Airways and Hulu, Tinder’s shows a gaggle of diverse young people throwing their hands in the air and roller-skating under dreamy pink and blue neon lights — as if footage from a night out has been put through the Amaro Instagram filter. “Single is a terrible thing to waste” is superimposed over the carefree images. They skate in single-file, alone together — no one holding anyone’s hand.