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Bumble turns honest DMs into clever print ads

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By Amy Houston | Reporter

March 22, 2022 | 3 min read

Bumble is continuing its efforts to challenge the ‘traditional’ rules of dating with an all-too-relatable print campaign by copywriters Oli Beale and Alexandre Holder.

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These Bumble print ads by Oli Beale and Alexandre Holder highlight ‘The Romance Gap’ / Bumble/Oli Beale/Alexandre Holder

The instantly-recognizable yellow-and-white ads depict different online dating scenarios such as who will text first, waiting a reasonable amount of time to arrange a follow-up date or even where to meet on the night. The tagline bluntly reads: “The rules of dating are so weird. Let’s break them.”

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It follows on from ‘The Romance Gap’ film that dropped earlier this month, showing a group of daters highlighting discrepancies in behaviors expected from men/masculine-presenting people and women/feminine-presenting people when dating or in relationships.

“The Romance Gap is a new term, but many of us will know the feeling,” said Naomi Walkland, vice-president, Bumble, Europe.

“Those moments of questioning if sending that text makes you appear too keen, waiting for them to take the lead, or worrying if you are being judged for being too direct, too inexperienced, too old.”

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The campaign launched March 10 and is running in the UK, Ireland, France, The Netherlands, Sweden, Australia and New Zealand, and is being amplified through digital channels, as well as media partnerships and print ads.

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Bumble: Make Romance Equal by Oli Beale and Alexandre Holder

By Bumble

Overall Rating 4/5

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