Ad of the Day: Aimee Lou Wood talks first moves and awkward openers in Bumble ad
The world of dating can be overwhelming at the best of times, let alone during a pandemic that has left people feeling quite weird about physical contact. So as the UK looks to reopen, Bafta-winning actress Aimee Lou Wood is offering some words of advice to daters trying to get back in the groove in her new ad for Bumble – #JustGoForIt.
Stood against a yellow curtain backdrop, the funny three-minute monologue sees Wood cover the dating process and how to make the first move. “Right, it’s time to go outside, isn’t it?” Wood addresses the camera, with the caveat that there is, “seriously, no pressure... well, maybe chuck out those leggings babe, have you seen that gusset?”
From making the first move to that giddy feeling when your phone first buzzes and what is the best Bumble opener (Hello? Hi? Howdy? Sloth Gif!?), Wood humorously makes the viewer feel at ease and confident about getting back into the swing of things. And she makes a fair point: “If you’ve got through the last 12 months, how bad can one date be?”
The ad follows Bumble’s decision to raise awareness about unsolicited fetishization, which it now categorizes as sexual harassment. Last month, it brought out a short film starring comedian and writer Jenny Yang, activist Raquel Willis and the model and activist Richie Shazam.
The short film follows the stories of six real people on Bumble to learn what fetishization looks like and how it’s harmful.
The dating app where women make the first move was in the headlines earlier this week after news broke it had temporarily closed all of its offices to combat workplace stress. All 700 staff worldwide have been advised to switch off and focus on themselves.
You can view the campaign in full by clicking on the box below. To get in touch about Ad of the Day, please email imogen.watson@thedrum.com.
