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Match group dating app ‘Archer’ has launched a new campaign highlighting the “sexy side” of its safety features.
Created in partnership with full-service advertising agency Tombras, the Solicited D*cks campaign highlights the fact that Archer’s users will only ever see the pictures they want to see.
Solicited D*cks has appeared on out of home billboards across New York City neighbourhoods, as well as through the dating app’s digital and social media channels. Messaging includes “Do we use a dick filter? Yes, yes we do,” and “Working tirelessly to weed out the dicks you don’t want from the ones you do.”
The new brand campaign will also run across out of home ads in Boston, Chicago, Dallas, Los Angeles and other key locations for Archer, the dating app for gay and queer men.
The Solicited D*cks campaign aims to tackle the issue of unsolicited dick pics, a problem which has become synonymous with gay dating apps. In conversation with daters, Archer faced many of the same complaints about receiving jarring ‘not safe for work’ images without consent. As a result, users of the app now receive a blurred version of pictures that may contain nudity and a warning, with the user choosing whether to tap the photo to view it or to ignore it.
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