Ryan Reynolds Wants You to Bring Home the Simple Pleasures (and Regrets) of Bar Life

His new Aviation Gin ad encourages online ordering, with 30% going to struggling bartenders

Aviation embraces a nostalgia for a simpler time, few months ago. Aviation Gin
Headshot of David Griner

It wasn’t too long ago that you could head out at night with no plan, hit the bar and make some questionable decisions.

These days, with social outings nixed, the thrills and regrets of night life have gone to the wayside as well, with most of us just sitting at home each weekend like social pariahs or graduate students.

As owner of Aviation Gin, Ryan Reynolds wants you to bring back that spirit of reckless revelry by ordering bottles online, with 30% of proceeds being donated by the distiller to the U.S. Bartenders’ Guild to support the bartenders who “really, really miss you.”

The brand’s newest spot, narrated by Reynolds, celebrates the era of indulgence we remember from the distant past of February 2020 while also encouraging you to keep the debauchery alive in the safety of your own home.

Created by Reynolds’ content studio, Maximum Effort, and production house Escape Velocity, the spot was released today across Aviation’s social media feeds.

The bar scene, which likely couldn’t have been filmed amid the limitations of social distancing and production lockdowns, was actually shot before the pandemic for an unreleased spot with a different premise—one reviving Reynolds’ supposed “feud” with Hugh Jackman.

While the quarantine era has obviously had a big impact on retail sales of alcohol amid bar closures, the trend of alcohol delivery and ecommerce was already gaining steam before the Covid-19 pandemic.

Like many marketers, Aviation Gin’s ability to produce traditional videos has been largely stalled by lockdown in recent months, but the brand has certainly remained active in social media. Last month, Aviation surpassed advertising giants like Nike and Apple by racking up enough fan votes to win Adweek’s 2020 March Adness competition, its second consecutive year as champion in the bracketed brand tournament.

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