Dutch dating app Breeze is launching in the UK with a campaign that takes a swipe at rival sites, which it says keep people hiding behind screens instead of meeting in real life. ‘Love Is Worth the Leap’ transforms the fear and excitement of meeting someone new into a bold move.
In the spot, viewers meet Sam, who receives a Breeze date notification on her phone. All of a sudden, her cosy bedroom transforms into the top of a towering high-dive platform, but instead of a pool below, she looks down to see a cafe table where her date is waiting for her. Gripped by vertigo, the anticipation builds before she closes her eyes, takes a deep breath and leaps. The scene cuts back to reality as she takes a seat opposite her date and they share a smile.
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Sarah Fronckevic, chief marketing officer at Breeze, said: “Dating apps have become endless chat machines that keep people stuck behind screens. We built Breeze to do just the opposite. You skip the chat and go on a real date. We invite Breeze users to step out of their comfort zone, because real connection is worth it. We’re proud to work with Cloudfactory to bring this insight to life as we roll out our service across the UK.”
The work will run in the UK until February 14 on linear TV as well as streaming and on-demand platforms including Sky, Sky Comedy, Sky Max, Sky VOD, E4, ITV2, ITVX, C4 Streaming, Amazon Prime and YouTube. The radio execution will run on Capital, Acast and Spotify, while OOH runs across the London Underground and London buses.
César García, creative partner at Cloudfactory, added: “So much dating advertising leans on irony or humor. We chose sincerity instead. Treating a first date with real cinematic tension felt more truthful. We were interested in the vertigo people feel before a date, especially when there has been no chat beforehand. Turning that internal hesitation into a physical leap allowed us to visualize a feeling everyone recognizes.”