Tinder Launches Third Chapter of 'It Starts With a Swipe'

The latest iteration of Tinder’s “It Starts With a Swipe” launches globally this week, ahead of Dating Sunday.

Created by Mischief @ No Fixed Address, four videos (directed by Los Perez) and OOH elements are running throughout the U.S., Mexico, Germany, Brazil and Thailand.

The first clip below is relatable to anyone on dating apps. It focuses on the ritual of changing your date’s last name from “Tinder” to their actual surname if the rendezvous goes well.

This ad prompted us to do a New Year’s cleansing of every contact with the last name “Tinder” from our phones. Justin Tinder, we hardly new ye.

Below, we learn that if a swipe goes well, daters can score a second wardrobe, a goodnight kiss (in the A.M.!) or an Italian who knows all the right spots … for authentic cuisine.

“Our brand platform ‘It Starts With a Swipe’ is resonating because it is rooted in real user, brand and product truths,” says Stephanie Danzi, SVP, head of global marketing at Tinder. “As we built this third wave of creative work, we knew that Gen Z is completely redefining what relationships look like, and they are dating with no specific outcome in mind.”

“They are optimistic and excited about their dating adventure and all of the opportunities and life-changing moments it can uncover,” she says. “They are exploring with confidence and without labels. We wanted to showcase that spirit of possibility and exploration, and we did that by celebrating the emotions and micro-milestones that come from the early stages of meeting someone new.”

“The creative is meant to deliver that feeling of butterflies that come at the beginning of a relationship, when you’re just getting to know each other, and remind you that so many amazing possibilities can come from a swipe.”