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Hingie, the furry, bright-eyed mascot of dating app Hinge, is put in peril in the name of love.

Each time a couple finds a meaningful connection, the character is killed off in a number of ridiculous scenarios, from a falling AC unit to a pigeon attack. The ads illustrate that Hinge is "designed to be deleted" -- or as the voiceover says, "Hinge wants you to meet someone great, even if it kills us." It is a savvy marketing message in the sea of dating apps.