Love the concept, but I would have never figured out to connect the F with the other text without having read this article. I wonder if they tested that?
I agree, with many of the examples the word works without the F (take the example directly below - "loss" instead of "floss") - but loses a bit of meaning. The layout of the type could have been treated better but I think the overall message is a good one. It's bold, emotive, and brings some happiness/lightness back into the world of swipe-dating.
If you get it, you're part of the club. I think the fact that it's not blatantly spelled out for you is an appeal of the ad.
wow. that's some pretty strong advertising.
also it's refreshing to see something real with a thought other then random dribbble crap on designer news.
This made me feel uncomfortable:
dental hygiene is important, joshua.
These are great, especially paired with that photography.
This is a great example of positioning work. OkCupid tried to chase after Tinder unsuccessfully, then someone smart there spent some time trying to figure out what makes them unique and came up with "people on okcupid are looking for a little more than a bang, and we tend to attract political folks and people with peculiar hobbies", then they decided to go for it. It might not work but it's a good strategy that I hope it pays off for them.
When I saw it first I thought it was by Sagmeister.