# Hellish Dating Ads 'When Satan Met 2020' Shares the Devil's Perfect Match By Laura McQuarrie | Published 2020-12-04 | Pop Culture Source: Trend Hunter, https://www.trendhunter.com/trends/when-satan-met-2020 References: [adweek](https://www.adweek.com/retail/satan-2020-love-match-second-ad-maximum-effort/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+Adfreak+%28Adfreak%29) & [match](http://www.match.com) Following a viral Satan-meets-2020 dating ad, Match released When Satan Met 2020, a new spot that riffs on [When Harry Met Sally](https://www.trendhunter.com/trends/meg-ryan-and-billy-crystal). The ad, created by Ryan Reynolds‘ production studio [Maximum Effort](https://www.trendhunter.com/trends/mint-mobile-mintfomercial), 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](https://www.trendhunter.com/trends/datingcom). 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. Image Credit: Match ## Trend Insights (Trend Hunter) - Score: 6.7/10 - Popularity: 93% | Activity: 99% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Pop Culture](https://www.trendhunter.com/popculture) > [Humor](https://www.trendhunter.com/humor) ## Key Themes ### What's Driving This Trend - **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. - **Filter Customization:** Match's ad showcases their filters, presenting an opportunity to prioritize filter customization as a selling point for dating apps and websites. - **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. ### Who This Affects Most - **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. - **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. - **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. ## Related on Trend Hunter - [Playful Gen-Z Dating Campaigns](https://www.trendhunter.com/trends/crush-feelings.md) - [Bold Dating Campaigns](https://www.trendhunter.com/trends/dating-sunday.md) - [Limited-Time Dating Sites](https://www.trendhunter.com/trends/eat-cute.md) - [Dating-App Holiday Campaigns](https://www.trendhunter.com/trends/bumbles-holiday-campaign.md) - [Beer Can Matchmakers](https://www.trendhunter.com/trends/tallboysonly.md) - [Spooky Dating-Inspired Candies](https://www.trendhunter.com/trends/ghosted-sweethearts.md) - [Comedic Christmas Parodies](https://www.trendhunter.com/trends/reinfell-ad.md) - [Playful Alcohol Ads](https://www.trendhunter.com/trends/aviation-gin-commercial.md) - [Handmade Dating App Ads](https://www.trendhunter.com/trends/get-paired-with-paird.md)