Ryan Reynolds is perhaps best known for the dry-witted and always pleasant character he plays in almost all of his films, but away from the camera he has slowly become one of the most in-demand and influential creators of The advertisement.
The dead Pool star, who is the co-founder of film production company and digital marketing agency Maximum Effort, has had a string of viral hits with commercials he has co-produced and written since the company was founded in 2018.
Reynolds sold the company to ad tech firm MNTN last year, but still plays a hands-on role as chief creative officer.
Speaking to a crowd of industry leaders in a packed auditorium at the Cannes Lions festival on the French Riviera, he revealed how his venture into the sector was largely born out of circumstance rather than design.
“Maximum effort happened completely by accident,” Reynolds admitted.
“I spent 10 years trying to get the movie dead Pool did and it was hell. I kept rolling that rock down the hill every day and it just didn’t work.”
The star said he had to use innovative and “quite unorthodox” marketing ploys – including leaked test footage – to finally get the go-ahead from Hollywood executives, but even then he he still had an uphill battle ahead.
“The studio never really believed it,” Reynolds added.
“They gave us absolutely nothing to do the movie compared to other comic book movies.
“We had to make every dollar feel like 10, and while we were doing that, I was learning lessons left, right, and center.
“We replaced the show with character, and it worked well and really landed.”
Reynolds revealed he went home on the last day of filming dead Pool in the now-iconic red and black suit, having poured his heart and soul into the production, and that moment evolved into the next phase of his assent to the marketing genius.
“Me and George Dewey, my co-founder of Maximum Effort, then started marketing the costume and having fun with it without giving away bits and pieces from the movie, and it turned out to be a real hit,” Reynolds said.
“I then used some of that sweet dead Pool money for buy Aviation Gin and I needed to market that, so we inadvertently became a marketing company.
“Suddenly we had the time of our lives. Then we started branching out to other clients and working on projects we really wanted to work on and brands we really wanted to work on.
Reynolds, who is the majority owner of Aviation GinMint Mobile and the world’s oldest professional football club, Wrexham, also produced successful adverts for Match.com, where it linked Satan to a representation of the year 2020.
He capitalized on the fallout from a Platoon announcement, which was widely criticized, by recruiting the same actress to star in a spot for Aviation Gin.
His latest viral hit is a Father’s Day tie-in with Nick Cannon, which sees the rapper/comedian whip up an Aviation cocktail dubbed the vasectomy.
This story was originally featured on Fortune.com