Tinder "Tinder Plus" (2015) 1:27 (USA)

Ah Tinder Plus. Or as I call it 'the moment silicon valley realizes free make hook 'em but free goes through investor funding really fast, especially when you haven't yet turned a profit.

So this spot features Tinder Plus's features-- Passport, where you can start looking for someone to hook up with around the world as soon as your plane lands, which I will now always refer to as Bone By Zone™.
And Rewind, for those drunken nights when you may have swiped too quickly without really looking and want a second shot at whatever girl or guy might have looked alright with those beer googles on. This spot highlights those features.

Of course a lot of people have come to the conclusion that increasing the 19.99 a month price for those over 30 ($9.99 for Tinder plus for 29 and under) is ageist or at least discriminating based on price. A Tinder spokesperson recently confirmed as much (for the latter) in a CBS interview, saying "that these price points were adopted very well by certain age demographics." And held up Spotify as a shining example of how well tiered pricing structures work. "Tinder is no different," she continued, with head firmly in her Big Tech navel. "during our testing we've learned, not surprisingly, that younger users are just as excited about Tinder Plus, but are more budget constrained, and need a lower price to pull the trigger."

Interesting example for Spotify. According to an actual survey with actual data attached, Spotify's key demographic, students, are switching from the $9.99 service to the $4.99 service. As Spotify's popularity wanes, it's cannibalizing its own business. This means lower revenues for paying subscribers who choose the next tier down.

Yeah I know, what about the ad? Well the sound design is all jacked up and in direct competition with the music. The kissing noises are insanely loud, for example. And while I appreciate flying around the world for a booty call, it's still suggesting the only people who can afford the travel are in a higher economic demographic. But I guess if you can afford to go from London to Turkey to Paris etc then you can afford the paid subscription.

Client: Tinder
Agency: Magna Carta
Executive Producer: Maximillian Guen
Director: Matthew K Firpo
DP: Jordan T. Parrot
Additional Cinematography: Jake Saner
Sound: Luciano Vignola
Edit and Color: Matthew K. Firpo
Associate Producer: Rosanna Bach
Actors: Allison Lanier, Steve Wittman

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