With his second stint as Deadpool currently in cinemas, Ryan Reynolds is using his comic chops and his media draw to promote Aviation Gin.
Reynolds bought up a stake in the Portland spirits brand in February and to grow the company, he is taking it upon himself to create compelling content. He has developed a Q&A session with his supposed twin 'Gordon' to ride on the coattails of Deadpool 2.
In the 2.43 minute spot, Gordon bitterly grills his twin Ryan, jealous of his success. At one point he mocks Reynold's purchase of Aviation American Gin, asking him if he can fly, and if the Canadian is American. Then Gordon also revealed that he hasn't seen Deadpool 2 because he doesn't 'give a shit' because drinking a full bottle of gin.
Reynolds is credited with co-writing the spot which was developed by Maximum Effort Productions.
On the Aviation Gin website, promoting the gin, Reynolds said: "I've tried every gin on the planet and Aviation is, hands down, the best. Also, I don't recommend trying every gin on the planet. Stick with this one."
This odd campaign could have been ripped straight out of the Deadpool playbook, self-aware, happy to mock itself, and rife with comic moments.
Vote for the ad below in The Drum's Creative Works.