You may not be anywhere near the office water cooler right now, but we still want to spotlight the most talked about creative from the brands that should be on your radar. Today, we’re talking about dating app Bumble’s witty 2020 campaign fronted by none other than Helena Bonham Carter.
Helena Bonham Carter has channelled her unmistakable presence and persona to the service of lovelorn singletons, sharpen Cupid‘s Covid-19 blunted arrow while reclining on a stylish armchair.
The screen icon reinvigorates an industry derailed by lockdown with a Jackanory-style narration of the trials and tribulations faced by one woman seeking to find a date amids a global pandemic.
Playing the role of a sage aunt Bonham Carter dispenses advice on how to avoid choking on your Brussels Sprouts at Christmas dinner when relatives question whether the woman has been 'trying hard enough' to find a partner.
Bonham Carter says: “The fact is you have been trying. And given the world is spinning on a whole new axis, anything can happen. So what are you waiting for?”
‘When Dating Met 2020‘ has been conceived by The Brooklyn Brothers, the social sketch premieres today across on YouTube, Facebook and Instagram.
“There’s this real sense of time being lost this year that’s been coupled with a specific set of pressures that come up at Christmas-time“, remarks creative director Cali Oliver.
“There was an opportunity to do something that showed we understood – something that feels as if it’s for women, by women – and to celebrate this imperfect dating journey that so many people have been on. In showing that truth in a relatable way, you can be encouraging, optimistic and looking forward.”
Bumble is unique among heterosexual dating apps in that only women are permitted to make first contact. A range of friendship and networking tools also broaden its scope beyond romance alone.
Adjusting to the constrained reality of dating in the current climate Bumble has reinforced the importance of establishing connections with people during lockdown with ‘Time to Connect‘, a guide to navigating virtual dates.
Bumble is not alone in this regard, with rivals Tinder, Happn, Grindr and Hinge all scrambling to adjust their offering to meet the needs of distanced daters through video calls, ad campaigns and guides as housebound singles fuel an explosion of searches, messages and members.
Carter recently appeared in a humorous spot for Apple with a Nostradamus-turn that is overshadowed by the latest Apple Watch.