TikTok creators narrate Hinge ad aimed at Gen Z daters
Dating app Hinge is bringing back its furry lovable mascot ‘Hingie’ for the third instalment of its ‘Designed to be Deleted’ campaign.
Through its own research Hinge found that 75% of Gen Z daters are looking for a relationship – be that long or short term. Speaking to this audience, the ad highlights nine different scenarios showing the more creative side of getting to know someone, be that attending a pottery class, going hiking or spending an evening stargazing.
In the background of each activity, Hingie is happily sacrificing himself once each couple has found their own unique ‘green flag’ moments.
“With our third 'Designed to Be Deleted' campaign, we looked to Gen Z for inspiration to ensure the work resonated with the next generations of daters, and reflected their unique dating style,” said Ola Sobiecki, creative director at Hinge.
“We also wanted to layer in Gen Z's unapologetic personality by bringing in well-known TikTok creators to narrate each dating scene to help provide a level of authenticity a traditional script just can't match.”
The app and agency Red Antler tapped TikTok creators Keyon Elkins, Samantha Andrew and Victor Kunda to voice the campaign, providing reactions and commentary to the dates on screen.
The campaign will be rolled out globally with TV spots on Hulu, out-of-home (OOH) activations, plus digital and social media posts.