Discover client recommended agencies

Ryan Reynolds and Hugh Jackman reignite their longstanding feud in the name of charity

You may not be anywhere near the office water cooler right now, but we still want to spotlight the most talked about creative from the brands that should be on your radar. Today, celebrity antagonists Ryan Reynolds and Hugh Jackman reignite a manufactured 'feud' in the interests of drumming up support for their charitable work.

Hollywood 'frenemies' Hugh Jackman and Ryan Reynolds are at it again with the pair taking to social media to set out the terms of the latest tussle in a game of oneupmanship that has raged since 2009 when they teamed up for X-Men Origins: Wolverine.

Lighthearted competition between the two soon spilled onto social media where each has taken turns to outdo the other with faux takedown ads, pretend bickering and a, probably real, desire to come out on top.

This time around Reynolds-owned Aviation Gin and Jackman's Laughing Man Coffee brand are joining forces with Walmart-owned Sam's Club to invite donations to the SickKids Foundation and Laughing Man Foundation.

Between 10 November and 20 December, all purchases of the competing products will be tallied as an indirect vote for Team Ryan or Team Hugh, while those not in need of a liquid pick-me-up can vote directly via a dedicated campaign website.

The confrontation is all for a good cause with the winner not only earning priceless bragging rights but Sam's Club will donate equal amounts to each actor's foundation when the campaign ends.

Material promoting the competition will be rolled out over the coming weeks, beginning with a twin video push led by Reynolds' Maximum Effort agency and Escape Velocity, in which the duelling celebrities set out their stall in contrasting 'Forgiveness' and 'Arguing' statements.

A teaser trailer setting the scene for the confrontation has already been published showing the two squaring off against each other and reaching out to their respective supporters. Jackman tweeted: "We're bringing our Feud to @samsclub. I only agreed to do this because it's for 2 great foundations. And it's always an awesome day when I get to humiliate @vancityreynolds. More soon ..."

Accepting the terms of battle Reynolds wrote: "Soon you'll have the chance to help me humiliate @thehughjackman while also helping @sickkidsvs. #WinWin @aviationgin."

Aviation Gin is no stranger to eyebrow-raising stunts with Reynolds extolling the virtues of a home bar to circumvent a ban on going out. The Deadpool star has come to prominence within the industry as the founder of Maximum Effort Productions, forged in partnership with former McCann creative George Dewey.

By continuing to use The Drum, I accept the use of cookies as per The Drum's privacy policy