[B&T advises this article contains adult themes.] You would think masturbation is utterly contrary and counter-intuitive to a dating app, however, that’s the very approach taken by lovebirds site Match in a racy new outdoor campaign that’s just popped up around New York and Los Angeles.
The series of print billboards suggest – probably, rightly – that having some lone pleasure time is probably a far better option than shacking up with a hellish partner.
The campaign comes with a series of witty taglines and is the work of New York-based creative agency Mojo Supermarket.
Some of the lines include: “If all they talk about is crypto, invest in yourself”, “If they’re the ghosting type, be your own boo” and “If they’re only hot and you’re only bothered, just make yourself hot and bothered.”
The campaign will run on TikTok, Instagram and podcasts, while Match has also collaborated with pop stars Ariana and the Rose to create an original sound for an accompanying influencer campaign that will feature social media personalities who share their own dating stories.
Commenting on the work, Mojo Supermarket’s strategy director, Rachelle Avila, said: “2022 has officially become the year of mindful dating. Adults are tired of the mindless swiping, wasted time on first dates and situationships that go nowhere. We’re seeing wellness transform beyond just personal well-being and into relational well-being.”
