Pop star Troye Sivan is the star of Grindr’s latest ad campaign, which invites a playful exploration of queer experiences through the game “Tap or Block.” The campaign, directed by Jake Wilson, features Sivan alongside several dancers from his recent “Something to Give Each Other” tour. The spot was filmed backstage at the tour’s final show and presents an upbeat, candid conversation about dating, hookups, and sexual preferences.
The game’s premise is simple. Sivan asks his tour dancers a series of questions, and they must respond with either “Tap” or “Block,” depending on whether they’re into the scenario or not. “If you’re into it, you say ‘Tap,’ if you’re not, you say ‘Block,’” Sivan explains to the dancers, setting the tone for a lighthearted and humorous discussion.
The six dancers—Theo, Simone, Samuel, Ben, Ainsley, and Mauro—take turns responding to a series of direct, often cheeky, questions. Topics range from hotel sex and body hair preferences to open relationships and whether they prefer satin sheets. Other questions touch on the dynamics of dating apps and personal preferences, such as “Do you have ‘Masc’ in your bio?” or “Do you call your partner ‘bro’ or ‘dude’?”
This playful exchange underscores Grindr’s mission to celebrate the diversity of queer experiences in an authentic and humorous way. Sivan, known for his candid and honest approach to discussions about sexuality, embraces the opportunity to engage in a conversation that highlights the messiness and complexity of queer dating.
“Dating and hooking up can be complex, sexy, messy, intoxicating and confusing,” Sivan said in a statement to The Hollywood Reporter. “I love how Grindr and this campaign celebrate all of this with humor, honesty, and through community. It’s refreshing to show these conversations in an authentic way.”
Troye Sivan for Grindr. Photo: Grindr
Sivan’s involvement in the campaign speaks to his ongoing commitment to authenticity and inclusivity within the LGBTQ+ community. As an artist, he’s been vocal about his own experiences and struggles within the queer community, often using his platform to promote open dialogue and acceptance.
Behind the Scenes of the Campaign
The campaign was produced by Charlie Wilson and features music by Leland. Creative direction was led by Luke Anderson, co-founder of Juxtapose Studio. Anderson previously collaborated with Sivan on the music video for “Got Me Started,” which also prominently featured Explorer Cold Brew. The new campaign is a further extension of Sivan’s partnership with Anderson and his creative team, and it embraces a fun, no-holds-barred approach to discussing intimate topics.
Sivan’s tour dancers, who appear alongside him in the video, bring an element of camaraderie and playfulness that makes the campaign feel lighthearted and inclusive. Each dancer’s candid answers add a layer of authenticity to the conversation, reinforcing the campaign’s message that queer people don’t have to conform to one specific identity or experience.
As a Grammy-nominated artist, Sivan is no stranger to success and visibility. He recently earned a nomination for Best Dance/Electronic Recording for his hit song “Got Me Started,” which was also featured in the campaign. This nomination marks another milestone in his evolving music career, showcasing his versatility and appeal across multiple genres.
Grindr’s Continued Commitment to Authenticity
Grindr’s “Tap or Block” campaign is just the latest initiative from the popular LGBTQ+ dating app to highlight and celebrate diverse queer experiences. By using humor and honesty, the campaign aims to foster a sense of community among Grindr’s users while encouraging openness in conversations around dating, sex, and relationships.
The app, which boasts millions of users worldwide, continues to be a crucial platform for LGBTQ+ individuals to connect, communicate, and explore their identities in a safe and inclusive environment. With this campaign, Grindr reaffirms its commitment to authenticity, inclusivity, and the diversity of its user base, embracing the fact that everyone has different preferences, desires, and experiences in their personal lives.
As the ad gains traction, it’s clear that this fun, unfiltered approach is resonating with audiences. The mix of celebrity, humor, and candid conversation offers a refreshing take on queer dating culture, making the “Tap or Block” game more than just an ad—it’s a celebration of freedom and self-expression in the LGBTQ+ community.
Troye Sivan’s collaboration with Grindr in the “Tap or Block” campaign brings a unique, fun, and authentic perspective to queer dating. With its direct approach and playful tone, the campaign encourages open dialogue while celebrating the diverse experiences of the LGBTQ+ community. Sivan’s involvement highlights his continued advocacy for inclusivity, making this campaign both a creative endeavor and an important conversation starter in the world of queer identity and relationships.