Best of 2020 No. 14: Satan has a whirlwind romance with 2020 in Ryan Reynolds’ hilarious spot for Match – AdAge.com
Through New Year’s Day, we’re counting down the best brand campaigns and ideas of 2020.
No. 14: In December, as this “dumpster fire” year was coming to a close, Ryan Reynolds created this hilarious spot for Match.com that summed up the past twelve months with the idea of Satan dating a woman called “2020.” The whole year the Hollywood star and entreprenuer proved a modern-day marketing master with his production company Maximum Effort, on campaigns for his own brands Aviation Gin (like an ad featuring the provocative Homeschool Edition) and Mint Mobile, along with Rick Moranis. But the Match ad marked a new turn in his marketing endeavors, seeing him apply his talents to a big brand that was not his own. His company also went on to create a spot for Frida Mom that offered a no B.S. approach to the “fourth” trimester.
This has been a hell of a year (in a bad way) and as it comes to a close, Match aims to convey that in its latest spot, which depicts Satan finding his perfect match with a girl called 2020.
The dating site enlisted the help of board member Ryan Reynolds and his agency Maximum Effort in creating the ad, and as usual, the ubiquitous Hollywood star puts a hilarious spin on it. The film, set to Taylor Swift’s “Love Story,” depicts the whirlwind romance of the devil, who finds his love on Match. It develops from a meet-cute in