Ryan Reynolds uncovers ‘soul shattering’ performance marketing results

A tongue-in-cheek ad from performance TV platform MNTN sees movie star Ryan Reynolds confronted with uncomfortable truths about the success of his latest ads. See why it's our campaign of the week here…

When not starring in blockbuster Hollywood films, Reynolds also makes numerous investments, including Aviation Gin, which he sold to Diageo in 2020 for more than $600million. He also co-founded a creative agency, Maximum Effort Marketing in 2018, which was bought by adtech firm MNTN this year.

Now, MNTN is leveraging its superstar chief creative officer, with a series of A/B tested video ads, one featuring a talking head of the celebrity, the other just featuring his voice over.  

The $25,000 dollar campaign was targeted at B2B clients promoting the firm's premium connected TV platform.

The problem is, the results showed the voice-over performed better than the ad featuring Reynolds’ face, leading to this rather awkward follow up ad, featuring the star.

The spoof ad see Reynolds in a conference call with MNTN customer service specialist Imani Clarke, who tells the Deadpool star the “crushing" news.

The initial B2B ads targeted people working in marketing with a $25,000 spend cap and set site visits as the key success metric. 

The one without Reynolds' face drove 117% more site visits. The visit rate was 1.61% with CNN, USA Networks and NBC Sport driving the most referrals from their CTV channels. 

The campaign is a great example of a company playing to its natural advantages, leveraging Reynolds' self-deprecating charm while highlighting MNTN’s success in CTV performance marketing.

The ad, entitled Do Ryan Reynolds Ads work?, has amassed over a quarter of a million views and 21,000 likes within its first day of going live. Maybe that will cheer up the actor somewhat...

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