Hinge "Designed to be deleted" by Red Antler

Hingie, the furry, bright-eyed mascot of dating app Hinge, is put in peril in the name of love.

Each time a couple finds a meaningful connection, the character is killed off in a number of ridiculous scenarios, from a falling AC unit to a pigeon attack. The ads illustrate that Hinge is "designed to be deleted" -- or as the voiceover says, "Hinge wants you to meet someone great, even if it kills us." It is a savvy marketing message in the sea of dating apps. 

Become a member of Campaign from just £51 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk, plus get exclusive discounts to Campaign events.

SUBSCRIBE