Hugh Jackman and Ryan Reynolds continue to show the ad world that great ideas, and great advertising born of them, really can come from anywhere – even two Hollywood actors.  Their latest work is for R.M.Williams. Never mind that it does follow what has become a formula – a one-on-one conversation that depends on very sharp dialogue to deliver very engaging humour. This may well be the best commercial Reynold’s agency, Maximum Effort, has produced so far (which only goes to show that its creative flair is still in an upswing).

Jackman was named R.M Williams’ first-ever ambassador in March 2019, after becoming a private investor in the company in 2015. In this campaign, he “proves” his unwavering loyalty – by taking the clause that stipulates he only wear R.M. Williams to its ultimate level.

To launch the campaign, R.M. Williams issued a press release which claimed that the video was of a private meeting between Jackman and one of its executives, adding  “we are very proud of our association with this truly undeniable character,” but “to be clear, R.M. Williams encourages all people—including Hugh Jackman—to wear clothes.” The release continued with advice that the company had immediately contacted Jackman’s counsel to make sure that Jackman was informed he could wear clothes as well as R.M Williams boots.