How Satan Fell for 2020, Personification of the Year From Hell


On Wednesday, Match made us all believers that there’s someone for everyone when it made a love connection between Satan and 2020 (personified as a woman).

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The ad, created by Ryan Reynolds‘ production studio Maximum Effort, plays out like a rom-com complete with a meet-cute, playful montage of dates in empty stadiums, gyms and movie theaters, and a crooning wish that this year would last forever.

Today, the brand released a follow-up spot featuring footage of the happy couple calmly describing their connection while lounging together on an antique couch, a cheerful tune playing in the background.

Smiling shyly, the year of our nightmares, 2020, assures the camera that some of her past boyfriends were way worse than this one—at least Satan’s famous.

The devil himself, whose 8-foot-5 figure looms over 2020’s smirking presence, explains that other years just don’t get him the way that 2020 does. Sure, they include a little misery, he says, “But there’s nothing truly soul-crushing about them.”

In response, 2020 explains that she really just wants to be remembered. “You know the poem, The Road Less Traveled, by Shakespeare?” she asks earnestly, misquoting both the title and author of one of the most famous poems of all time. “I have a tattoo of it.” Chuckling, Satan warns the camera not to ask him about the tattoo’s placement.

The spot wraps with the same tagline that debuted in Wednesday’s ad—”Make 2021 Your Year.”

In July, Reynolds joined the board of the Match Group, which owns Tinder, Hinge, OKCupid and This marks the first campaign that Maximum Effort has created for any of the company’s properties.

“Match is responsible for bringing millions of people together and even in this dumpster fire of a year, people somehow found love on Match,” Reynolds said in a statement. “We just imagined what a ‘2020 match’ would look like and this video was the natural, slightly warped result. Also this stuff gives me something to think about during the board meetings.”

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