One sign of a simple, solid marketing message is that it can feel compelling and complete in just 15 seconds—that sometimes-maligned spot length which is actually a perfect frame for a certain type of appeal.

Tinder’s “It Starts With a Swipe” campaign from Mischief is a good example. Several :15s were part of the launch back in February, and in some ways they were just as fully realized as the more lavish :60.

Now, Mischief and directors Los Perez are back with a trio of fresh :15s, which combine fun camerawork with bite-size glimpses into Tinder dates that veer into something more—extending the brand’s strategy to be known as more than the “hookup app.”

The new work will be running on CTV, OLV and paid social.

“Possibilities are at the center of this global Tinder campaign, whether that’s a one night stand, summer love or something that turns into a long term relationship,” said Melissa Hobley, global chief marketing officer at Tinder. “We’ve cracked a brand platform for the long term that truly reflects the bold, unapologetic and unignorable shift in how youth culture approaches dating and relationships.” 

She added: “Mischief nailed the vision and message in placing a big bet on showing all of the unique adventures that people find on Tinder through really striking, fun creative that invites Gen Z to come swipe through their own possibilities.”

Tinder said it grew revenue 6% in the second quarter, versus a year earlier, and credited the new marketing campaign with helping new user and reactivation trends. “The campaign has meaningfully improved brand consideration and intent, especially among females, who are critical for the success of Tinder’s ecosystem,” parent company MatchGroup said.