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...