How Ryan Reynolds Pulled Off Aviation Gin’s Peloton Parody, Capping His Year of Genius Ads

His Maximum Effort studio put on a masterclass in 2019

Reynolds bought an ownership stake in Aviation Gin in early 2018 and has been hands-on in concepting and producing its massively popular ads. Photo by Guy Aroch, courtesy of Aviation Gin

It began as a text from Ryan Reynolds. Just 75 hours later, it was a published ad, vaulting toward 10 million views.

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