How Ryan Reynolds’ Maximum Effort Produced Its LeVar Burton Gin Ad Literally Overnight

The Aviation Gin spot is a case study in rapidly responsive marketing

Maximum Effort had already been in talks with LeVar Burton when news broke he would guest host Jeopardy.
Maximum Effort had already been in talks with LeVar Burton when news broke he would guest host Jeopardy. Maximum Effort

It began as a joke. Shockingly quickly, it came to fruition—and set a new bar for just how rapid a brand’s responsive marketing can be.

@griner david.griner@adweek.com David Griner is Adweek's international editor and host of the Adweek podcast, "Yeah, That's Probably an Ad."