Bad marketing execution, for sure. Normally, marketing will test top ad concepts with people who identify as potential users of their product. Assuming Bumble did this, then they probably got good feedback on this ad. From potential users. That’s the key, because then you run your ad where potential users consume their media or otherwise direct their attention. That, too, requires market research to understand. Slapping these ads on billboards is like throwing turds against a wall and seeing what sticks. The problem with that approach is that people will call you out for throwing turds.