OkCupid Wants To Change Swipe Culture By Redefining ‘DTF’

OkCupid Wants To Change Swipe Culture By Redefining ‘DTF’

OkCupid launched a campaign to emphasize its place in the dating sphere as an antidote to hookup culture

Ivanha Paz
  • 16 january 2018

Popular dating site OkCupid just launched its first advertising campaign, and it’s quite an ambitious one. The brand wants to redefine what the frequently used acronym “DTF” stands for, in an effort to fix online dating and focus on “substance over selfies.”

Since its launch in 2004, OkCupid has tried to differentiate itself from other dating sites and, later on, from apps like Tinder by insisting on a robust personal questionnaire for all of its users. This way, OkCupid focuses strongly on personality, rather than physical attributes by photo, which perpetuate ‘swipe culture’—a common attitude on dating apps, where users solely focus on finding someone attractive for a meaningless exchange. With the DTF campaign, OkCupid conveys its philosophy by inviting people to redefine the “F” for themselves, with ads featuring phrases like “DTFinish my novel,” “DTFifty-Five Hour Binge” and “DTFoot the Bill.”

“More than ten years after OkCupid was founded, this campaign unashamedly reconfirms what we believe: that dating deserves better,” OkCupid chief marketing officer Melissa Hobley said in a press release. “We’re proud that OkCupid is one of the only dating apps that truly reflects back what is happening culturally, and we felt a responsibility—and opportunity—to play a part in changing the conversation about dating culture and empowering each individual to expand the meaning of DTF in a way that reflects what they want from dating.”

The campaign, developed by Wieden + Kennedy New York and shot by renowned artist Maurizio Cattelan and photographer Pierpaolo Ferrari, is already active in New York. Ads can be spotted in the subway, as well as on social media channels.


+dating apps
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