OkCupid wishes singles to know that its users are escort services in Henderson DTF, although not when you look at the means you may think. The app that is dating unveiling its first-ever marketing push this week with a multitude of out-of-home posters and electronic articles that provide brand brand new meaning towards the acronym. Mar 22, 2018 At OkCupid, we know a lot about dating. Dating can be an amazing, butterflies-in-stomach kind of thing. But sometimes dating can be a not-so-amazing kind of thing, thanks to everything from ghosting to use of DTF, a term largely used by men in a derogatory way about women meaning they’re “down to f.ck.”.

Clean, vibrant graphics and au courant humor come together in OkCupid’s latest marketing campaign, inspiring us all to be a little less jaded.

If 2018 hasn’t been your absolute nightmare thus far, lucky you. Between a political hellscape and Nicki Minaj blaming a baby for her album’s No. 2 Billboard debut, almost nothing is shocking anymore.

OkCupid wants you to forget what you know about the meaning of DTF. In its first-ever ad campaign, the dating app aims to redefine the acronym for “down to f—” and empower daters to find.

But once in a blue (no, something rarer, even — magenta? Kelly green? ) moon, something comes along that restores just a smidge of our hope in humanity and the okay-ness of it all. With bold, colorful design, doses of well-measured humor, and nods to pop culture for the millennial dater, OkCupid’s unexpected, refreshing, and relatable DTF (yes, that NSFW acronym, but deftly reimagined) campaign is here to give us new life. Here are five reasons it’s working:

Jan 02, 2018 OkCupid wants you to forget what you know about the meaning of DTF. In its first-ever ad campaign, the dating app aims to redefine the acronym for “down to f—” and empower daters to find. Developed by Wieden + Kennedy (the powerhouse agency behind campaigns for the likes of Nike and Spotify), our DTF campaign reminds daters of what they deserve: better. And to really bring this movement to life, we worked with famed duo Maurizio Cattelan and Pierpaolo Ferrari to create arresting images that do just that.

1. It champions equality.

I mean, how adorable is this LGBTQIA-affirming ad? Not sure about the extra arms, though I’m hoping it’s an obscure reference to Parvati, the arguably genderqueer Hindu goddess of love and fertility, who is often depicted with many arms.

2. It’s downright funny.

These ads are plastered across subway trains in NYC and across the country — many places where recreational marijuana use is not legal. However, over 20% of American adults admit that they smoke or consume the devil’s lettuce at least once or twice a year. It seems OkCupid just really knows their audience.

3. It celebrates the intersection of cultures and languages.

In a time when xenophobia has been given a larger public platform than ever before, we love to see the embrace of diversity — even in a minor capacity, like this nod to the Spanish language. Plus, who doesn’t get some sliver of sick joy in arguing over sports? And, yes, I’m certain the positioning of those balls was strategic.

4. It promotes meaningful dialogue.

On a recent night out, I discovered a shocking truth: in 2018, you can have a conversation about politics with someone who has vastly different views from you — without feeling like pulling your own hair out. And to do so within the context of a romantic relationship? OkCupid has checkmated us all.

Okcupid Dtf Campaign

5. It just *gets* us.

This is just a validation of our extremely unhealthy Netflix habits (feels pretty Stranger Things, amirite?) Spoiler alert: OkCupid is killing the marketing game. After the debut of the DTF campaign, CMO Melissa Hobley reported 50% more mentions of the brand on social media. With this ad, I’m just about D-T-Forget About Every Other Dating App I’ve Ever Used.

Times are tough, but OKCupid’s DTF campaign reminds marketers that it’s okay to be joyful. By tapping into consumers’ core wants and everyday experiences, the ads reflect the colorful, unique experiences that OKCupid’s users create with each other. The takeaway for marketing pros? You don’t always have to approach your audience with a serious face on – be D-T-Find the happiness and humor in consumers’ minds.

Okcupid Dtf Ad Campaign

OkCupid's new 'DTF' ad campaign has drawn criticism from a conservative group who wants it taken down. (OkCupid)

OkCupid’s new ad campaign is drawing criticism from a conservative advocacy group, which has started a petition to have it removed.

CitizenGo, a right-wing organization, claims the dating site’s 'DTF' ad campaign “promotes lesbian sex, prostitution, drug use and promiscuity, and it will be viewed by millions, including children, in public places.”

CitizenGo, a right-wing organization, claims the dating site’s ‘DTF’ ad campaign “promotes lesbian sex, prostitution, drug use and promiscuity.' (OkCupid)

Even though the campaign runs in several cities, the petition urges officials in Portland, Ore., to remove the advertisements from public spaces.

Okcupid Dtf Ad

The colorful ads center around the acronym DTF, which typically stands for “down to f--k,” but instead has alternative phrases for the F. (OkCupid)

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The colorful ads center around the acronym DTF, which typically stands for explicit phrase 'down to f---,' but instead swaps out alternative meanings, such “down to fall head over heels,” “down to four twenty” and “down to filter out the far right.” They also feature images of various types of couples involved in activities that go with the phrases.

“You can find several different ads posted on or around the TriMet, their metro system, which includes bus lines, light rail and commuter rail systems,” the petition states.

Melissa Hobley, OkCupid’s first ever CMO, told Forbes she understands the campaign is edgy, but it’s about reclaiming the phrase DTF and showing that OkCupid is more than just a hookup app.

Melissa Hobley, OkCupid’s first ever CMO, told Forbes she understands the campaign is edgy, but it’s about reclaiming the phrase ‘DTF’. (OkCupid)

“DTF is a provocative phrase. Some of our ad images are provocative. Some are political in nature. So, some images you’ll see socially and digitally but have been rejected by various platforms i.e. out of home, businesses, public transportation organizations. ‘Down to 420’ is another — we can’t run that in New York, but we can run it in states where marijuana is legal,” she said.

CitizenGo’s petition, which calls OkCupid’s ads “distasteful and sexually explicit,” had received 4,236 of the 5,000 signatures it was seeking as of Thursday afternoon.