Dating app Hinge’s latest iteration of its ‘Designed to be deleted’ campaign sees its furry mascot destroyed every time a match is made.
Hingie, the soft cushion-looking icon, has returned for its third ad appearance and is not fairing any better in the brand’s latest advertisement.
The little being’s life comes to an end on a pottery date, a nature outing and in an arcade full of gaming relics. On one date, Hingie is even spotted being crushed to death by an ice cream machine.
“When the chemistry is right, leave Hinge behind,” a voice-over says.
The dating app reportedly based the ad on research from its younger daters that suggested they are seeking out “romantic relationships that feel additive to their everyday lives”.
https://www.youtube.com/watch?v=TNoLDuJxToU
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The 30-second spot was created by agency Red Antler and directed by Joel Nordstrom and Lars Ohlin.
Back in May, Hinge-rival Tinder launched its first-ever pop-up activation, opening a dog-friendly pub, The Bark and Spark allowing singletons and their dogs to mingle on first dates.
“Answering singletons calls for shared experiences and providing a low-pressure way to make real world connections, it really is a win for all four paws,” Tinder UK senior director of comms, Laura Wilkinson-Rea said.
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