DTF? The Chicago Transit Authority isn’t


July 13, 2018 5:17 pm Published by

Credit: OkCupid

The Chicago Transit Authority is not DTF. The CTA, which runs the city’s ‘L’ trains and busses, has refused to run an ad campaign by OKCupid that has some fun with the phrase, which stands for down to, well … you know. Or as Wiktionary defines it, “willing to engage in casual sex without necessarily seeking that in particular.”

The dating app debuted the campaign by Wieden & Kennedy New York in January. Print, online and out-of-home ads replace the typical meaning of “F” with more innocent phrases, as in “DTFall Head Over Heels,” and “DTFight About the President.” But it’s still too suggestive for the CTA.

The authority “rejected OkCupid’s ad campaign,” OKCupid Chief Marketing Officer Melissa Hobley confirmed in an email. “OkCupid has a huge presence in Chicago so we were really disappointed,” she adds, noting that the marketer is still running the campaign in other parts of the city. The campaign recently returned to New York subways, where it also ran earlier this year.

The CTA did not immediately respond to a request for comment. Neighborhood news publisher Block Club Chicago reported the ban in a Friday morning post. A CTA spokeswoman cited the organization’s ad guidelines, which prohibit profanity, Block Club Chicago reported.

The insight behind the campaign is that DTF is “a phrase that needs to be reclaimed,” Hobley says. The campaign also has a playful interpretation of human anatomy; in one ad (above), a woman has four sets of hands.

Below, more images from the campaign, which Creativity covered earlier this year.

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