Here is something bold to start your new year with: Maurizio Cattelan and Pierpaolo Ferrari, the two artists behind Toiletpaper magazine, have designed a new ad campaign for the dating service OkCupid. As usual for Cattelan and Ferrari, the photographs they’ve produced are brightly colored and resemble fashion advertisements.
All of the ads focus on the acronym “DTF”—“down to fuck.” But the campaign rethinks “DTF” to mean other, more PG-rated things, like “DTFire Up the Kiln,” “DTFight About the President,” “DTFinish My Novel,” and “DTFarmer’s Market.” Something for everyone.
OkCupid plans to unveil the ads in New York first and will then show them off elsewhere around the United States. They’ll appear in New York’s subway stops, so you can ponder them while you wait for the next G train.
Melissa Hobley, the chief marketing officer of OkCupid, said in a statement, “Maurizio Cattelan and Pierpaolo Ferrari are two of the most interesting, talented, provocative artists around today. They are of course, known for making a statement with their art, and so when we started talking about this mission of reclaiming ‘DTF,’ they had as much passion as the OkCupid team, and even more creativity. They were truly the perfect fit and we’re so excited with how they brought this mission and a conversation about dating to life.”