Hot off all of his Deadpool boosting, Ryan Reynolds is the (rather attractive) face of a small screen phenomenon, Toon Blast, the hot trending game by Turkish developer, Peak Games, and sibling to equally successful Toy Blast. Toon Blast is a consistent top 10 grossing game in the US, where it has been downloaded more than 80 million times. Toy Blast has been downloaded more than 120 million times globally.
Apart from seizing the right celebrity at the right time for its audience, Peak Games and its agency, TBWA/Chiat/Day LA, have added an extra asset to the campaign. It can precisely measure the amount of impact a commercial has within 24 hours, and quickly tailor the selected ad to the audience’s taste. So nine scripts were written by and thirty unique versions of the campaign ad were created, directed by comedy mastermind, Tom Kuntz through MJZ. This collection of available commercials will also be adapted over time to create a campaign that evolves to match creative appeal precisely to its audience. It also helps Peak Games get around Facebook’s algorithm, which shuts a marketing video ad off at some point.
“Ryan Reynolds is a perfect fit for Toon Blast because of his brand, celebrity and his signature humour, which was the perfect way to make Toon Blast relatable,” stated Ömer İnönü, Director of Strategy at Peak Games.
“We’re lucky to be the first mobile gaming company to have an acclaimed professional like Reynolds act in our performance marketing campaign.”
Here is a sampler:
https://youtu.be/WSBeFp7M7JU
https://youtu.be/sjUx2m4UjNw
https://youtu.be/3kHRwsGGayU
https://youtu.be/OzGmB6VtqOw
https://youtu.be/fInj1rnovkQ
This is the second time that Reynolds flair for wit – both in co-writing and performance – has been used in advertising. The first was for his own gin.
