By Audrey Kemp, LA Reporter

December 19, 2023 | 2 min read

The gin brand delivers a Christmas puzzle that keeps New Yorkers scratching their heads and a musical martini performance of a holiday classic.

Aviation American Gin, the brainchild of the ever-charming Ryan Reynolds, has taken the art of Christmas advertising to new heights – or should we say, new flights?

Visitors of New York City’s bustling Times Square are greeted today with a billboard brain teaser, with three mysterious images: a bottle of gin, a seagull and a set of jingling bells. Get it? Gin. Gull. Bells.

Aviation American Gin OOH in NYC

Alongside the three icons, the billboard displays a QR code that will drive onlookers to Aviation American Gin’s new holiday spot starring Reynolds himself: ‘Gingle Bells.’

In the ad, Reynolds, armed with a cocktail stirrer in hand, taps an array of various martinis to play the classic tune of ‘Jingle Bells.’ However, as the final note approaches, it becomes apparent that he is just a tad flat. Never one to miss an opportunity for a sip of his own creation, Reynolds takes a sip, and like magic, hits the perfect note.

The campaign was created by Reynolds’ creative agency, Maximum Effort.

The out-of-home work will be on display at 48th and 7th street in Times Square until January 7.

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