Ryan Reynolds is not only a masterful ad creator, he is also a masterful advertising strategist, picking perfect pieces of popular culture and brand assets to attach to his own promotions to give them maximum oomph (with Maximum Effort).

His latest “joint venture” is a fusion of a Kraft Mac n Cheese commercial and a Netflix campaign for his new sci-fi Netflix film, The Adam Project, in which he stars with Jennifer Garner, Mark Ruffalo, Zoe Saldana and 13-year-old actor, Walker Scobell.

In the spot, which pretends to be the making of a Mac n Cheese commercial, Scobell adopts Reynolds’ signature wry wit (in the film he plays the child version of Reynolds’ character), frustrating the producer. His last line is copywriting perfection:

The spot was created by Maximum Effort and The Light. The commercial is hallmark Reynolds but a courageous step away from the expected for Kraft, to appeal to a wider audience.

The campaign, which also includes a 60-second version, is running on TV in the US, online video and both Kraft’s and Reynold’s social channels.

The Adam Project was created by Stranger Things director and executive producer, Shawn Levy. It follows the story of Adam (played by Reynolds), who travels back in time and links up with his childhood self (played by Walker Scobell) to save the world. The movie is set for US release on March 11.