Following a viral Satan-meets-2020 dating ad, Match released When Satan Met 2020, a new spot that riffs on When Harry Met Sally. The ad, created by Ryan Reynolds‘ production studio Maximum Effort, depicts a couple describing how their connection is a perfect one—and as people can attest, the year has been a challenging one for many reasons. In the one-minute ad, the horned devil describes using Match's filters to find only matches without "joy, happiness, toilet paper and reason."
Earlier this summer, Reynolds joined the board of the Match Group. As Reynolds describes, "We just imagined what a ‘2020 match’ would look like and this video was the natural, slightly warped result."
At the end of the When Satan Met 2020 ad, Match offers a few words of encouragement for 2021.
Hellish Dating Ads
'When Satan Met 2020' Shares the Devil's Perfect Match
Trend Themes
1. Dark Humor Marketing - The success of the ad 'When Satan Met 2020' demonstrates an opportunity for companies to use dark humor as a marketing tool.
2. Filter Customization - Match's ad showcases their filters, presenting an opportunity to prioritize filter customization as a selling point for dating apps and websites.
3. 2021 Optimism - Match's inclusion of a message promoting hope for 2021 highlights a trend towards positivity and hopefulness in response to the challenges of 2020.
Industry Implications
1. Entertainment - Ryan Reynolds' production studio's involvement in the Match ad demonstrates a growing trend of celebrities entering the entertainment industry as producers and creators.
2. Online Dating - The Match ad focuses on the experience of using a dating app, presenting an opportunity for companies to create marketing campaigns that showcase the benefits of their product's user experience.
3. Video Advertising - The success of When Satan Met 2020 highlights a trend towards the popularity of humorous and shareable video ads that present unique and entertaining content to its viewers.