In The News
Ryan Reynolds used to dislike marketing.
He saw it as an obligation until he spent a decade trying to turn the unique Marvel superhero Deadpool into a movie. When 20th Century Fox took on the movie, they remained skeptical of its potential. Reynolds teamed up with George Dewey, a marketing mogul at McCann agency, to create a guerrilla ad campaign. This drummed up so much excitement that Deadpool became the highest grossing rated R movie of all time.
“Match Made in Hell”
When Reynolds' agency "Maximum Effort" debuted this ad for Match.com in December 2020, it triggered an instant lovefest online. Reynolds wanted to create an ad that felt extremely entertaining, inventive and fun. Wanting to bend not break, Reynolds was able to take something controversial like Satan and the grimace of 2020 and create something positive and entertaining.
Saving the Peloton Brand
You remember that cringy Peloton ad right? The one with the woman who is obsessed with the Peloton her husband gave her. It created chaos on the internet. Reynolds saved the brand's image by creating a follow up advertisement of the same women toasting with her friend at the bar to “new beginnings”. “Look at this person from a different perspective, in a way that acknowledges and plays with the cultural landscape and the zeitgeist but still is only there to have fun with it”
Maximum Effort: Unifying Consumers
"We don’t want to be divisive. There’s enough of that out there... when we talk about our company’s M.O., we talk about bringing people together. We are here to embrace something and bring people together over a common experience. It always comes back to that same edict: Let’s bring people together. Let’s filter everything we do through a prism of joy, as opposed to cynicism or division."
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