Tinder Ad (Headlines)

by Jane Law Lee Bin (0334317)

(Source: Ads of the World)

Opinion

I think this is a creatively-written ad that not only sells the app, Tinder but also finds its way to relate to today’s context. With the pandemic hitting all corners of the world, countries are put under lockdown and social distancing must be practiced whenever we’re outside. This has made the dating scene extremely difficult as relationships have come under strain with many not being able to deal with the distance or proximity. Many people who are single are also starting to feel lonely due to isolation but Tinder’s ad shows that singles can still make the most out of their isolation by chatting and meeting their matches with their app. Although the visuals accompanied by the copywriting is simple, it is easily understandable what the message of the ad is trying to say as we often associate love or valentines with cupids. The headline is also a funny play of the famous phrase, “Be My ‘Valentine’”.

Copy Strategy

The type of headline used here is emotional as it deals with the subject of love. The COVID-19 pandemic has affected everyone across the globe. Not being able to be near your closed-ones or have any form of human interaction has definitely taken a huge toll on everyone. Hence, Tinder’s brilliant copywriting gives people a sense of assurance that human interaction is still possible with the use of their app. The colors of pink and red and the graphics incorporated also add to the overall mood of the ad, letting readers understand that this is an ad related to romance. The body copy showed that even though social distancing has made dating challenging but the physical distance doesn’t imply virtual distance and that it can still be a great opportunity to chat, get to know each other, and connect in new ways while staying safe and being responsible. I think the subtle hint of getting people to use their app in order to stay connected while encouraging people to practice social distancing is a great advertising strategy. This ad has shown that Tinder knows how to use the situation to its full advantage.

Reimagined Copy

Headline: Quarantine With Me

Body Copy: Social distance physically, but not emotionally.

Call to Action: Chat now.

Reference

Miami Ad School., 2020. Tinder Print Advert By Miami Ad School: Be My Quarantine [Online] Ads of the World. Available at: <https://www.adsoftheworld.com/media/print/tinder_be_my_quarantine> [Accessed 17 September 2020].