Bumble Revives Classic Romance in New Campaign Amid Dating App Fatigue
As Generation Z shows signs of distancing themselves from traditional dating apps, Bumble is betting on nostalgia and heartfelt moments to rekindle interest. On September 8, the platform unveiled a new advertising campaign titled “For the Love of Love”, featuring black-and-white visuals of real couples who met through Bumble. This initiative aims to evoke the timelessness of genuine human connection, a stark contrast to the often fast-paced and superficial nature of modern online dating.
The campaign’s ad, set to Labi Siffre’s 1971 classic “Bless the Telephone,” highlights tender gestures—holding hands, eye contact, dancing in the living room—capturing the essence of authentic romance. Bumble’s choice of monochrome visuals underscores the enduring nature of love, according to the brand. The spot concludes with a voiceover from Bumble CEO Whitney Wolfe Herd, inviting viewers to “start your love story.”
Created by Bumble’s in-house studio and Special US, with director Fenn O’Meally, the campaign will run across the U.S., U.K., France, Germany, Australia, and Mexico. It marks a departure from Bumble’s 2024 global campaign, which adopted a more irreverent and sometimes cynical tone aimed at “exhausted women.” Some of those ads faced criticism for trivializing celibacy and serious relationship issues.
This new effort shifts focus toward romance and meaningful connections, addressing the widespread phenomenon of dating app fatigue. A 2025 survey by Forbes Health and OnePoll revealed that 78% of all users and 79% of Gen Z have experienced burnout from dating apps.
Neela Pal, Bumble’s senior vice president of marketing, explained, “This campaign is a celebration of what people value most in dating today—feeling seen, safe, and genuinely hopeful. It highlights the beauty of real connection and reminds us that love, in its most authentic form, is always worth cherishing.”
Aiming to rekindle the emotional appeal of online dating, Bumble’s creative lead Amy Ferguson emphasized capturing “love that’s raw, honest, and built on genuine communication and connection.”
Despite its efforts, Bumble faces ongoing challenges, including a 7.6% revenue decline in Q2 2025 and a 30% workforce reduction in June. Founder and CEO Whitney Wolfe Herd, who returned earlier this year to steer the company’s turnaround, continues to focus on revitalizing Bumble’s brand and user engagement.
For more insights into Bumble’s strategies and industry trends, visit Bumble’s official website.
