2020 is Devil's soul mate in a brand new match advert from Ryan Reynolds & # 39; Most Effort
Prince of Darkness, King of Hell. Regardless of how you line up the job title, it has to be a difficult online dating scene for Satan. Aside from the horrors of the underworld, who – or what – on earth could possibly compete with their wickedness and complement their fiery lifestyle?
In a new ad from Match created by Ryan Reynolds' content studio Maximum Effort, Satan's beloved is nothing but the personification of the most hated year in living memory: 2020.
"Match Made in Hell" is a love story straight out of a rom-com: They meet under a bridge and shyly admire each other before embarking on an enchanting series of dates. Taylor Swift's "Love Story" accompanies her on a picnic in an abandoned stadium, fitness classes in a closed gym and of course a toilet roll robbery.
The spot ends with Satan, who looks suspiciously like Tim Curry's Darkness character in the 1985 film Legend and, next to 2020, is snuggling up on an urban park bench on the riverside while astroids speed towards the cityscape. "I just don't want this year to end," he cooed. The spot ends with a final message from Match: "Make 2021 your year." (2020 is already taken.)
"Match is responsible for bringing millions of people together, and even in that dumpster fire of a year, people somehow found love for Match," Reynolds said in a statement. “We were just imagining what a '2020 game' would look like, and this video was the natural, slightly distorted result. Plus, this stuff gives me something to think about during board meetings. "
Swift's track, which gives the ad the lighthearted acoustic backdrop, is a re-recorded version of the 2008 hit. She is currently working on re-recording some of her previous albums but has not yet released them. Swift gave Reynolds express permission to use a clip for the match ad, which serves as a foretaste of the future.
Okay, while my new re-recordings are NOT done, my friend @VancityReynolds asked me if he could use a snippet of it for a LOLsome commercial he wrote like this … here's a little taste of the love story! Work hard to bring the music to you soon !! https://t.co/0vBFXxaRXR
– Taylor Swift (@ taylorswift13) December 2, 2020
Reynolds joined the board of directors of Match Group – the online dating giant that owns Tinder, OKCupid, Hinge and Match.com – in July. This is the company's first ever Maximum Effort ad.
In addition to the spot itself, Maximum Effort has created real Match.com dating profiles for the two lovebirds. In Satan's profile, his age range is 65+ and his hometown is Hell, Me. – a real city. His greatest regrets go to Georgia, according to a Match.com request.
The profile from 2020 is of course only 20 years old and politically passionate. The only thing she would like to change about the world, she writes, is handshakes, and she's still working on the scariest thing she's ever done.
"Sometimes you have to make room to laugh," Match chief marketing officer Ayesha Gilarde said in a statement. “Ryan and the team at Maximum Effort wrote a story that speaks to this hellish year while recognizing the incredible resilience of singles. We can't wait for the love stories of 2021. "
The new ad is yet another example of Reynolds' mastery of pop culture and the uncanny ability to harness the zeitgeist with the precision of a sharp marksman. For his work on Mint Mobile and Aviation Gin, two companies in which he has a controlling interest, Reynolds was named an Adweek 2020 Brand Visionary during Brandweek in September.