OkCupid's 'DTF' ads are reclaiming the once suggestive acronym and replacing it with phrases that go hand-in-hand with long-term relationships, such as "down to flea market" or "down to fall head over heels."
The provocative ads are accompanied by visually striking photographs, which contain underlying political messages, such as the legalization of marijuana, and the prominence of same-sex and interracial couples. In an interview with AdFreak, OkCupid's CMO Melissa Hobley said that "I also love the political executions because it speaks to how OkCupid is one of the only places where folks can connect on politics and the issues that matter to them."
These ads hope to express that online dating can lead to more than casual hookups, with the tagline for the campaign being "Dating deserves better."
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