OkCupid’s new ad campaign looks like something you might find in a pop art gallery along with some classic Andy Warhol and Keith Haring pieces. The ads are colorful, imaginative and undoubtedly deliver a message. The premise of the ads is to flip the script on dating culture, making it less about sexcapades and more about connecting through mutual interests.
It’s the 21st century. Most of us have been on a dating site at some point in our lives. Whether it be Tinder, Grindr, Her, Plenty of Fish, or OkCupid most of us have received the very forward “DTF?” message. Even personal social media pages turn into thirst traps with people sliding into your DM’s. OkCupid is determined to transform “DTF” from meaning the very forward, “Down To Fuck” to, well, whatever the F you want it to mean. Replacing the F with things like “Down To Farmers Market,” “Down To Four-Twenty” and “Down To Fall Head Over Heels” has created a touching and inclusive effort to exchange hookup culture for something deeper.
Behind the campaign, Wieden + Kennedy (the agency behind campaigns with Nike and Spotify) worked with artist Maurizio Cattelan and photographer Pierpaolo Ferrari, the creators of Toilet Paper magazine, on the ads. The tagline “Dating Deserves Better” paired with the funny, meaningful and sometimes political artwork, the artists behind the campaign and OkCupid have arguably changed the dialogue surrounding online dating. “In the current political and social climate, we felt a responsibility and saw an opportunity to play a part in changing the conversation about dating culture and empowering each individual to reclaim the meaning of DTF and make it theirs,” OkCupid CMO Melissa Hobley told AdFreak.
Yes, great sex is paramount to a lot of relationships but once the clothes are back on things like political leanings, interests and life goals will make or break a relationship. The OKCupid app aims to help those looking for a deeper connection. “We set out to really explore what happened to chivalry and courtship and how modern-day dating seemed to be on a bad trajectory,” says copywriter Ian Hart. “When we say dating deserves better, what we’re really saying is people who date deserve better. Because I mean, they really do. Modern dating treats emotions like a disposable commodity. Anyone who’s been single knows this. It’s an aspiration to treating people like people.”
That’s not to say that there is anything wrong with casual sex or to shame anyone who isn’t looking for a connection at this or any point in their lives. To each their own. People are marrying later in life and often opting out of marriage altogether. The point is to take your power back. Often “DTF” is sent in a very aggressive unwelcome way, accompanied by an unsolicited pee-wee pic. “The F should be your F to choose, to be whatever the F you want it to be.” OkCupid declares. OkCupid’s new ad campaign is powerful and portrays a world as colorful and unique as each of us. What does “DTF” mean to you this Valentine’s Day?