Creativity Brand

A Week in Creative: Spotify unwraps 2020 and a made in hell


By Imogen Watson | Senior reporter

December 3, 2020 | 6 min read

This is an extract from The Drum’s A Week in Creative email briefing. You can subscribe to it here if you’d like it in your inbox once a week.

Welcome to ’A Week in Creative’, a handpicked selection of the most interesting campaigns to come out of The Drum’s Creative Works in the past week. If this list doesn’t quench your creative thirst, then please visit the ’A Week in Creative’ hub.

A match made in heaven hell

Hinting that dating apps are not the exclusive realm of keen teens, if's latest ad is anything to go by – demons date too. Created by Ryan Reynolds' production company Maximum Effort, 'Match Made in Hell' accurately depicts this tumultuous year by pairing 2020 with none other than Satan himself.

Ryan's Reynold's production company creates a match made in hell

Ryan's Reynold's production company creates a match made in hell

Hooked up via the app at the beginning of this year, the couple spends the year taking advantage of the freedoms they took away from people. Against a backdrop of Taylor Swift's 'Love Story' their dates include trips to empty cinemas, exercising in abandoned gyms, and they even have the audacity to nick toilet rolls from public toilets. Reflecting on the year, the two muse that they don't want it to end - a sentiment not felt by most, as while it may have been a match made in 'heaven' for them, it's been hell for everyone else.

What helped you get through it all?

Spotify Unwrapped

That's a wrap! Spotify's flagship annual end of year campaign here, enlightening people across the world on their unconscious listening habits throughout this unprecedented year.

Promising to approach 'Unwrapped' like never before, Spotify is telling a story of gratitude and resilience by highlighting and celebrating the human stories of this year, from artists and podcast creators, the passionate listeners, the front line workers, the families and friends and the everyday playlist creators who kept people entertained, grounded and informed through it all.

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We're not all screwed - yet.

Patagonia print ad

“We're all screwed,” begins this Patagonia print ad, featured in this weekend's edition of The New York Times. “So don't tell us that we can imagine a healthy future,” the ad continues in the same exhausted tone.

A defeated stance, many readers thought, for a brand that makes it a mission to inspire its wearers to enact action on climate change. Maybe, like we've been warned time and time again, it is too late, they pondered.

But just as all hope for a green future was lost, a welcome parenthesis at the bottom turns things around. “(Now read this bottom-up)” it instructs, upon which the ad transitions into a promise of hope, written in Patagonia's recognisable style.

Love actually... is all around

Love Actually

Since first gracing our screens in 2003, Love Actually has become a Christmas cult classic. Latching onto the hype, Now TV has enlisted the help of Martine McCutcheon, who played the endearing secretary (and love interest) to the Prime Minister (Hugh Grant) in the original film.

Aiming to spread Christmas cheer to friends and families who can’t meet in person this year due to the Covid-19 pandemic, the 'Greetings Gram’ service, sees McCutcheon recreate a famous scene in which Mark, played by Andrew Lincoln, uses large cue cards to declare his love for Keira Knightley's character, Juliet.

What a waste

Christmas is often a time of indulgence and extravagance - but that doesn’t mean we should be careless in our behaviour over the holiday season. In a bid to encourage a more sensible, considerate approach to Christmas consumption, Ikea Russia has created a film that shows just what might happen if we carelessly discard our excess food - instead of storing it in plastic containers.

This is just the tip of the iceberg, so if this dose of creativity leaves you thirsty for more, please drop in at The Drum’s Creative Works – the home of creative from all around the globe. You can also subscribe to The Drum’s creative newsletter or browse our round-up here.

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