Nobody wants the world’s wedding singers to have to move back in with their parents. That’s why Ryan Reynolds' agency and production firm Maximum Effort has teamed with popular online dating service Match to deliver a playful, musical campaign encouraging singles to reignite their love lives.
It’s time to “Get back to love” according Match and Ryan Reynolds-owned Maximum Efforts Productions. In a new spot, debuting today, 12 real wedding singers, belt out a parodic musical number urging the world’s single folks to get back out there so they can, well, get back to working again. In the cheeky spot, the singers remind audiences: “We don’t get paid...if no love songs are played.” The song was penned by Grammy, Tony, and Oscar-winning songwriters Pasek & Paul — lauded for their work in La La Land and The Greatest Showman — alongside songwriters Taura Stinson and Shane McAnally,
“This is a piece about getting back to love,” Ryan Reynolds said in a statement. “[At] Maximum Effort, my company, we adore and love bringing people together. Obviously Satan and 2020 brought people together in a slightly different way,” he says, referencing another Match campaign that went viral earlier this year. “Now we’re trying to bring people together with an all-time great song.”
“The chapels are empty, no vows have been swapped,” croons a long-haired pianist. “There’s no chocolate fountains and the music has stopped.” The faux-pensive face of another singer appears. “It’s time that you started getting over your ex, cause you’re double-vaxxed but you’re still single AF,” she cantillates, as the camera pans to a marble statue sporting a Band-Aid-ed bicep.
The film was produced by Harvey Mason Jr., the president and chief executive of the Grammys. Mason Jr. has written and produced songs for the likes of Whitney Houston, Aretha Franklin, Mariah Carey, Elton John and Beyonce.
The campaign aims to help the brand continue to capitalize on the welcomed growth it’s enjoyed of late. Match Group, which owns a smattering of dating services including Tinder, PlentyOfFish, Hinge and OkCupid, reported a Q1 revenue spike of over 22% compared to the same period last year.
As lockdown orders loosen and the global Covid vaccination campaign accelerates, singles are ready to get out there and date IRL again — a major shift likely to spell success for online dating apps and sites everywhere.
“We’re currently in a culture-shifting moment for daters,” said Match’s chief marketer Ayesha Gilarde in a statement. “Singles are coming out of the pandemic feeling all kinds of different feelings. But one thing’s for sure: they’re ready to make up for lost time. We loved working with Ryan and Maximum Effort again to encourage everyone to get back to love.”
All of the singers featured in the jocular spot are available for hire; Match encourages audiences to visit the Match Instagram page to learn more about each of them — and to book their services for their special day.
The campaign will roll out across digital, social and streaming platforms.