Dating site Match recently kicked off a campaign spotlighting the #MatchMadeInHell, Satan and 2020, with a hilarious TV spot.
It tells the story of their romance, beginning with being matched on Match, and is set to the re-recorded version of Taylor Swift’s hit song “Love Story.” The spot shows the two falling in love amidst empty stadiums, movie theaters, and gyms, as well as a literal dumpster fire and a scene depicting what appears to be the beginning of armageddon. The spot ends with the message: “Make 2021 your year.” The campaign includes actual Match profiles for Satan and 2020 and is also running on social media platforms using highly shareable interview-style videos that feature the lovebirds.
This TV spot from Maximum Effort, the agency owned by actor, entrepreneur and Match board member Ryan Reynolds, successfully managed to put a comedic spin on 2020 without coming off as inappropriate or in poor taste. This “go big or go home” approach to dramatizing 2020 has clearly paid off—consumers across the board seem to find it funny and are sharing the video on social media.