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By Audrey Kemp | Junior Reporter

October 25, 2022 | 2 min read

Gone are the days where people need to remember their passwords for every site, according to Maximum Effort’s ad for 1Password.

Passwords – necessary as they are – become evermore impossible to remember and keep track of. Enter cybersecurity startup 1Password, which today released its second advertisement featuring movie-star-turned-entrepreneur Ryan Reynolds.

In the new spot, Reynolds is faced with the all-too-familiar question: “What’s my password?” 1Password personifies itself as Reynolds’ “personal password supervisor.” No matter where Reynolds is, she’s there to jog his memory. She even recalls his streaming password, which is aptly established as “Private Ryan.”

”There’s a particular experience that many of our customers write in to tell us about – it’s this special moment where they’ve spent a bit of time using 1Password and everything clicks into place. Suddenly, online security doesn’t stress them out any more. They feel calm and in control,” said 1Password’s chief executive Jeff Shiner.

”When we think of 1Password’s ideal brand archetype, Ryan Reynolds fits the bill. Not only is he Canadian, but he embodies many of the qualities we want to exude as a company – approachable, kind, and humble. Given that the goal of this campaign is to offer people peace of mind, we felt Ryan could help us use humor to double down on our human-centric approach to security, making cybersecurity more accessible to the everyday person.”

The campaign went live this morning on connected TV (CTV) via the MNTN performance TV platform, as well as across Reynolds’ own YouTube, Facebook, Instagram, Twitter and LinkedIn accounts.

Reynolds’ Maximum Effort handled the creative content. The creative agency has been so prolific that The Drum compiled a list of its best ads since its inception in 2018.

The news follows the closing of 1Password’s Series C round, which raised the largest funding amount in Canadian history at $620m.

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