Tinder turns the chaos of crushes into a Gen Z love fest

Tinder is celebrating the dizzying highs of modern dating with its latest campaign, "Crush feelings", a playful nod to the rollercoaster of emotions that come with having a crush.

The campaign, aimed at Gen Z, captures everything from the thrill of a first match to the adrenaline rush of a DM, reminding users that Tinder can spark moments worth remembering.

The creative work, produced with Mischief @ No Fixed Address, leans into the chaotic, dreamy energy of falling for someone. From notifications that make your brain glitch to tongue-tied panic when a crush replies, the campaign dramatises the heightened reality of infatuation with humor and surrealism.

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The first video, "Puddle", shows a young woman on a staircase slowly melting into a puddle as she gazes lovingly at a Tinder match.

The second video, "Rollercoaster", captures the literal and emotional ups and downs of waiting for a reply from a Tinder match. 

"Screaming inside" depicts a woman receiving a message confirming a date, with animated voices seemingly erupting from her forehead.

The fourth clip, "Tongue tied", features a man and woman on a rooftop, nervously holding hands and staring into each other’s eyes with their tongues out, and tied. 

The final spot, "Windswept", shows two women in a restaurant, caught in a whirlwind as they hold hands and gaze at each other.

The spots are now live across social media and major streaming platforms, reinforcing Tinder’s role as a launchpad for connections that range from casual crushes to lasting relationships. At the heart of the campaign is "Swipe stories", a new hub showcasing real crush moments from the app. From the first match that made someone melt to a message that led to a thrill ride, Tinder is highlighting the sparks that make dating exciting, positioning itself as more than just a platform for swipes.

Data from Tinder shows Gen Z update profiles and photos nearly twice as often as millennials, reflecting a generation open to new experiences and fluid identities. Users increasingly highlight mental health, values, and personal boundaries, suggesting crushes today may run deeper than surface-level attraction.

"Gen Z is craving connection, but many haven’t yet felt the magic of a real crush. For a lot of young daters, Tinder is the first place they’ll experience that rush - the thrill, the chaos, the possibility. With 'Crush feelings', we’re reminding them that those sparks aren’t just real, they’re what make dating fun in the first place," Stephanie Danzi, SVP of global marketing at Tinder, said. 

She also noted that Gen Z is reshaping dating with authenticity, updating profiles more frequently, emphasising values, and bringing their full selves to the app. According to Danzi, "Crush feelings" reflects this shift, showing that the thrill of a crush today is not only fun but rooted in being unapologetically yourself on Tinder.

Tinder has also leaned into quirky collaborations to engage young daters. For Valentine’s Day this year, it teamed up with food brand Knorr on the "Green flags" study, which found that 93% of Gen Z singles see cooking as the ultimate “green flag” in dating. The campaign encouraged singles to #UnlockYourGreenFlag by adding cooking to their Tinder interests, making it easier to bond over food.

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