Of the hundreds of dating sites in the world, only one positions itself as the dating site for people who want to get off dating sites. Last year, the company that had been bought by Match Group one year prior, put a lot of effort into its Designed to be Deleted platform, telling people that it wants daters to meet someone great “even if it kills us…because if you find the real thing you won’t need us any more”.

It’s a tantalising offer for those longing for love, especially those who have been on the dating app treadmill for a while.

The 2021 version of its ongoing Designed to be Deleted push is a series of four humorous commercials by Portland agency, Opinionated, in each of which a dater breaks up with their profile because they’ve found “the one”.

The new campaign is launching officially in the US on July 12 and will spread across the rest of the world in the months following, running on TV, streaming platforms, Facebook, Instagram and Snapchat.

Josh Yeston, Hinge creative director, commented, “Breakups are hard. But breaking up with your dating app is pretty fun. It’s something so many of us have been able to do, and we wanted to tell that story.”