The guy who just keeps texting. The bloke who wants a hook-up. The man who wants to stay “casual”. Paper Moose introduces dating app, Coffee Meets Bagel (CMB), to Australia with a humorous dig at familiar dating frustrations – because Coffee Meets Bagel (CMB) is the dating app for serious, intentional daters.

The campaign, Let’s Get Serious, uses witty, tongue-in-cheek wordplay on dating frustrations, from ghosting and surface-level profiles to endless conversations that never become actual dates, to demonstrate how CMB helps singles make more meaningful connections.

Nick Hunter, CEO and ECD at Paper Moose, added, “Australian dating culture is egalitarian, irreverent, and deeply sceptical of anything that feels too earnest. Let’s Get Serious works because it meets Australian singles where they are: tired of the swipe, tired of the ghost, and ready for something that actually leads somewhere.”

The launch is built on fresh research from CMB and YouGov, which found that more than half of Gen Z and Millennial Australians are prioritising finding true love in 2026, while 91% report frustrations with their current dating-app experiences.

Shn Juay, CEO of Coffee Meets Bagel Worldwide, stated, “Australian singles are telling us they still believe in love – they just want it to feel real again, not repetitive or superficial. We see a real opportunity to give people a better way to date, one built around intention instead of endless swiping.

“Getting serious isn’t about rushing into marriage or putting pressure on every first date. It’s about being honest that you want something real, dating with intention, and investing in people who want the same. This campaign brings that philosophy to life in a way that’s distinctly Australian: direct, relatable and with a sense of humour.”

Let’s Get Serious brings this difference to life by pairing recognisable dating struggles with CMB features such as curated matches through the app’s famous ‘noon bagel drops’ personalised Topic Suggestions and Real Dates, that encourages promising conversations to progress beyond the app.

The campaign was developed and distributed by Paper Moose using its in-house technology and automation tools. It will run throughout August and September across digital billboards, bus shelters, train stations and social media, with placements across Sydney’s CBD, Parramatta, Chatswood and North Sydney.