Ryan Reynolds Explains How He Became a Marketing Tour de Force

He's one half of the creative genius behind Aviation Gin's advertising

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Ryan Reynolds burst onto the marketing scene thanks to his never-ending line of stunts to promote the Deadpool movie franchise. From a Bob Ross spoof to taking over the entire DVD section at Walmart, Reynolds frequently broke the fourth wall with audiences during Deadpool’s marketing. That success led Reynolds to Aviation Gin, which he bought a stake in because he said “it was the best gin I’d ever tasted,” and he felt he could relay that passion for the brand into marketing that could move the needle.

With a small marketing budget at Aviation Gin, Reynolds said he and his partner George Dewey, the president of Maximum Effort Production, “play around with expectation and subverting the norms of advertising” when designing their stunts, like a partnership with Richard Branson and resolution of his “feud” with Hugh Jackman, as well as an ongoing series of out-of-office emails and a hilarious spot about...



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