TV Upfronts

Ryan Reynolds' New MNTN Spots Come Bearing News for the Upfront

The meditative ads promote the 'hardest working software in television' while also warning about the dangers of bears

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The ad tech world can be a “grizzly” place, so Ryan Reynold’s MNTN is trying to make it more serene.

On Wednesday, MNTN released three new 30-second spots ahead of the 2023 upfront. The ads have a meditative and comedic undertone, promoting MNTN as the “hardest working software in television.” Reynolds provides the voiceover work, waxing poetic on everything from the benefits of ROI to the dangers of… bears.

“We want marketers to destress. That’s why we show them their return on ad spend in real-time,” Reynolds says in one spot before eventually noting that the real worry is the aforementioned furry forest dwellers.

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