Creativity Brand Purpose Brand Strategy

Bumble turns honest DMs into clever print ads


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.

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.”


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


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 latest marketing news and insights straight to your inbox.

Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.

Sign up

“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.”


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.


Bumble: Make Romance Equal by Oli Beale and Alexandre Holder

By Bumble

Overall Rating 4/5

Vote now
Creativity Brand Purpose Brand Strategy

More from Creativity

View all


Industry insights

View all
Add your own content +