Ryan Reynolds has made some very humorous ads in the past using his own flair for comic delivery and comedic writing. His newest ad uses a (postulated) brilliant media idea. It’s an ad for Reynolds’ Aviation Gin inside a Netflix movie promo inside a Samsung ad for its QLED TVs.

The idea came from adam&eveDDB New York. It begins with Reynolds promoting Samsung’s QLED TV as the best way to watch Reynold’s movie, 6 Underground (which streams on Netflix on December 13). During his pitch, an ad for Aviation Gin takes over the screen and when Reynolds is challenged about this, he admits that he bought a “mid-roll ad placement” because “it felt like the right thing to do”. Reynolds’ flair for feigning naïve innocence then comes to the fore, amping up the entertainment value of the spot.

The ad is running on TV as a 30-second spot while the 45-second director’s cut is running online.

https://youtu.be/Jbqw5foE7Mg

Reynolds bought a stake in the Davos Brands gin in February 2018 and has made a number of commercials for it since. Early this year he made an ad with Hugh Jackman that promoted his Aviation Gin and Jackman’s Laughing Man Coffee at the same time.

Ryan Reynolds & Hugh Jackman: This has to be an award-worthy campaign

Here is some of his other work for Aviation:

More award worthy work from non-adman, Ryan Reynolds

Ryan Reynolds announces a merger of Aviation Gin & Virgin Atlantic (It’s not quite true)

Ryan Reynolds “twin” hates his brother, loves his gin