Daredevil actor and successful businessman Ryan Reynolds does it again. The latest ad from his Aviation Gin brand expertly combines star charisma with flawless marketing acumen.
Plot: Ryan Reynolds stands with Rob Thomas, Matchbox Twenty’s frontman promoting his go-to gin brand Aviation. They introduce themselves and we notice that Rob wears a Wrexham AFC hat. That’s not a coincidence, Ryan has staged this presentation to promote his other endeavor, the Welsh football club Wrexham.
He says that the fans are used to seeing him with other Rob. That being famous “It’s Always Sunny in Philadelphia” and Apple TV’s “Mythic Quest” actor Rob McElhenney.
Three years ago they bought Wrexham A.F.C., an underdog football club from the Welsh heartland. In 2022 FX produced a sports documentary entitled “Welcome to Wrexham” showing the takeover and the club’s revival.
But back to our ad of the day. It turns out that Ryan has an agenda for Rob Thomas as the other Rob “can’t participate in Aviation Gin ads for legal reasons”. Matchbox Twenty’s singer is visibly confused but how can you say no to Ryan Reynolds. The artist is ready to do whatever it takes to make the commercial work.
Whatever it takes in this case means “singing songs about Aviation Gin in Welsh”. Rob is on board with this idea and Ryan triumphantly proclaims “I already like you better than the other Rob”.
The video ends with the “Un, dau, tri, pedwar” tagline, these are Welsh numerals.
Why we love it: Ryan Reynolds is quite a marketing genius. He’s been supplying us with fantastic, poignant campaigns ever since stepping on the path of business starting a production company Maximum Effort in 2018.
In 2023 it’s safe to say that the actor has a special, immediately recognizable touch when it comes to crafting a good marketing campaign.
The charisma plays a huge part in success here, but it’s also about feeling the pop culture beat and turning it in your favor. Reynolds-curated ads often exist in their own “Ryanverse”.
It’s a campaign promoting Aviation Gin but it serves as a promotional vehicle for Wrexham too. It’s almost impossible not to get curious about this whole football and Welsh thing. Once you do get curious you will inevitably end up checking the FX documentary about the club.
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