Samsung, Netflix, Aviation Gin and Ryan Reynolds’ sneaky ‘Adception’
Only the wisecracking Deadpool...errr...Ryan Reynolds could have pulled off something like this. Launched last week, the Hollywood actor’s latest campaign has left many wondering what the ad was for – as the ad film features the Samsung QLED TV, Netflix’s latest movie ‘6 Undergound’ which stars Reynolds, and Aviation Gin of which Reynolds is the owner.
The ad film begins with Reynolds promoting his latest action flick ‘6 Undergound’, which will premiere on Netflix on December 13, 2019. As the trailer of the film runs on a TV screen in the background, he begins promoting the Samsung QLED TV and how great a viewing experience it offers. The trailer is abruptly interrupted by an ad for Aviation Gin, with Reynolds feigning surprise.
At this point, the ad film director interjects with a “Cut” and asks Reynolds, “You bought an ad for your gin within an ad for your movie within an ad for Samsung?”, to which he calmly responds, “I bought mid-roll ad placement...it felt like the right thing to do.” An ad within an ad! That’s a new one.
Reynolds is shown as having the intent to twist the Samsung spot for his own commercial gain as a demanding celeb. The execution along with Reynolds’ humour makes the spot excel.
Adam&EveDDB, the agency that conceptualised the ad, will definitely get more awareness for the Samsung QLED TV as it showcased throughout the ad film.
The 3-in-1 ad idea seems like a good one and we should probably get used to Ryan Reynolds reinventing the way celeb endorsements are communicated.
This is not the first time that Reynolds has taken a quirky route to promote Aviation Gin. In an earlier campaign, called ‘The process’, Reynolds begins with “People come up to me all the time and say, What makes Aviation Gin so delicious?”. He follows that with “Most of the time I run away because non-celebrities frighten me.” After this hilarious statement, the ad ventures into showing ‘The process’ of making the Aviation Gin with some hilarious commentary by Reynolds.
In yet another ad, Reynolds is shown trying out some really corny taglines for Aviation Gin. A sampler: “Tastes like God cried in your mouth”, “It’ll get you f**ked”, “It’s just vodka, after its wish was granted” and more. Before every take, he is shown holding a clapper board that says: ‘Cry for help’.