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By John Glenday | Reporter

April 20, 2022 | 2 min read

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Ryan Reynolds has briefly introduced a crudely-animated mascot to give viewers a crash course on connected TV (CTV).

The Hollywood star is shown putting his feet up on the sofa, all set for some box set binging, only to be disappointed by the appearance of ‘Mr Mntn.’ The mascot takes the opportunity to instead walk Reynolds – who is CTV advertising platform Mntn’s chief creative officer – through the steps necessary for brands to participate on its platform.

Distilling TV advertising down to a three-step process, the promotion is targeted at brands of all scales that wish to build their presence on the small screen across 150 streaming networks.

Encouraging advertisers to take command of their own destiny, the self-service platform permits brands to build audiences and upload creative specific to their budgets and goals.

Sadly for Mr Mntn, the enthusiastic sales pitch was not enough to save his own job, with Reynolds subsequently consigning the anthropomorphic television screen to the dustbin to watch his TV in peace.

The odd pairing follows the sale of Reynolds’s Maximum Effort Marketing to CTV player Mntn last year, sparking a spate of related ads.

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