Ryan Reynolds may have an ad formula but it’s endlessly entertaining. And his own comedic personality is so very sharp. That formula has produced a number of hugely popular commercials for the product he launched, Aviation Gin. This one, a 90-second spot in which the actor loses it about something so silly – pumpkin pie spice – joins a very fun group.

“First, take one part each of bitter red liqueur and sweet vermouth and pour over ice,” Ryan instructs in the post, “Take a pumpkin-spice cinnamon stick and shove it right up your a**.”

The commercial coincides with the arrival of autumn in the US and the seasonal pumpkin pie spice craze. The traditional pumpkin pie has birthed a vast range of offshoots featuring pumpkin pie spice – coffee, ice cream, smoothies, porridge, pancakes, cheesecake…and even bubble tea.

“F*** you, pumpkin pie spice,” Reynolds concludes. “It’s Negroni week.”

The commercial was created by Reynolds’ agency, Maximum Effort, and directed by comedy writer and director, Oren Brimer.

Reynolds sold Aviation Gin to Diageo in 2021, in a deal worth US$610m at the time, but he retains an interest in the brand.