OkCupid’s New Ads Focus on Politics, BDSM and Other Make-Or-Break Dating Factors

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Two years ago, dating app OkCupid was the darling of the creative world. The brand’s “DTF” campaign from Wieden Kennedy New York twisted the original meaning of the acronym with dozens of new sayings designed to move dating away from just hookups. The bold campaign—a first for OkCupid, founded in 2004—significantly boosted buzz, made a statement, and drew both praise and scorn. Some transit authorities rejected some of the ads or the entire campaign, like the Chicago Transit Authority.

Despite the campaign’s success, OkCupid perhaps surprised some by moving the project-based account from W K New York to Mekanism in July. According to OkCupid’s global CMO Melissa Hobley, the brand was “attracted to Mekanism’s body of work,” adding that the brand needed “to continue to be bold” and that “‘DTF’ signals that we’re going to take some risks.”

OkCupid is kicking off 2020 with its first campaign from Mekanism’s New York office, “Ask Yourself,” which continues the tradition of bold design and clever wordplay. The creative was inspired by real daters’ answers to the platform’s in-app questions and what matters most to singles in relationships—the make-or-break issues when it comes to dating.

Perhaps not surprisingly, politics topped the list, with 38 million answers to questions like “could you date someone who couldn’t be bothered to vote?”

 

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