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Ryan Reynolds is known as an enthusiastic, creative brand collaborator. The star famously dove into Deadpool’s marketing from the beginning, and his unique personality helped make the campaigns a runaway success. His playful snark is magical, and a new campaign for mobile game Toon Blast, created with TBWA\Chiat\Day Los Angeles and MJZ director Tom Kuntz, is another Reynolds home run.
30 versions of the ads, ranging in length, were created from nine scripts. The anchor spot, “PSA” includes the familiar theme of addiction, but from there, the comedy gets more random, with Reynolds playing the part of a distracted movie star, seemingly lost in his Toon Blast habit.
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