Tammy Hembrow enters her crush era in Tinder’s ‘The Crushes’ campaign via Akcelo and Amplify

Dating app Tinder is reigniting the spark of modern dating with the launch of its new Crushes campaign via Akcelo and Amplify, fronted by entrepreneur, fitness icon and mum-of-three Tammy Hembrow.

Tinder is once again tapping into the ways Aussies actually date – socially, confidently and with a sense of fun. The Crushes campaign celebrates that euphoric, can’t-stop-smiling feeling of having a crush and the small, flirty moments that make dating exciting again.

Hembrow leads the campaign as she officially enters her “crush era”, joined by MAFS alum Eliot Donovan, redefining his post-show reputation, and Emma Mac, model and content creator, stepping confidently into single life after her recent split. Together, the trio brings realness, energy and a distinctly Aussie charm to the global Crushes movement.

“The rumours are true, I’m officially in my new dating era, and yes, I’m on Tinder looking for my next crush,” says Hembrow. “My dating life always seems to make headlines, but I think it’s time to remind everyone that dating should be fun. I’m just seeing who’s out there and open to whatever comes next.”

Across a series of playful short-form videos, Hembrow, Donovan and Mac each bring their own version of “the crush feels” to life – from light-hearted Butterflies or the Ick games to flirty POVs showing that irresistible new-crush energy.

Says Kristen Hardeman, Country Director at Tinder in Australia: “Tammy, Eliot and Emma perfectly capture what this campaign is about: that spark of excitement, confidence and fun that comes when you’ve got a new crush. This campaign is about celebrating that universal feeling, the butterflies, the blushing, and the rush of possibility.”

Tinder’s Crushes campaign celebrates the simple joy of human connection, the foundation Tinder was built on, and is now live in Australia. Check out Tammy’s own Instagram and TikTok posts, and head to Tinder’s local TikTok or Instagram (@tinderau) over the next few weeks to see some of the campaign videos featuring Tammy and more.

Marketing and Communications – Tinder
Creative & Talent – Akcelo & Amplify
Social rollout – Amplify
Media – Alley
PR – Herd MSL