Anyone who’s on Twitter at all has been exposed to Ryan Reynolds’s multiple high-profile side hustles by now. While he’s most famous as Deadpool’s civilian identity (he’s not really “acting” in those movies), Reynolds co-owns an ad agency, Maximum Effort Productions, which describes itself on LinkedIn as a company that makes “films, TV and content for the personal amusement of Ryan Reynolds.”
Through Maximum Effort, Reynolds has become… well, more famous for the ads he writes and stars in for his other ventures, such as Aviation Gin, in which he retains a controlling interest after selling it earlier this year, and Mint Mobile. As a result, AdWeek, a trade publication for the American advertising industry, has appointed Reynolds as its Brand Visionary for 2020. That probably means we can all look forward to Reynolds finding more ways to sell products and denigrate Hugh Jackman simultaneously.
Reynolds sat down with AdWeek for a conversation about what guides him in his current career trajectory, and shared seven of his overall business tips. While some are reasonably useful in any field of endeavor – he wouldn’t be trying to sell Aviation Gin if he hadn’t tried and liked it first – he mentioned that his work on the original Deadpool has also influenced his marketing.
It’s already well-known that Deadpool had a startlingly low budget, particularly for a superhero movie; it’s why, for example, Deadpool accidentally leaves all his firearms in the cab before the final fight scene, because it’s a lot cheaper to film a sword fight than a gun battle. Reynolds was heavily involved in the production and writing of Deadpool, and said that “we really learned to use character in place of spectacle.” Instead of giant explosions or large-scale CGI battles, Deadpool relies heavily on its cast’s relatability, humor, and interactions to achieve its impact.
That, in turn, has influenced the lo-fi, self-effacing tone of Reynolds’s advertising ventures. Reynolds had a hard time early in his career, and made money between acting jobs with a number of retail gigs, including working shifts at a supermarket. He also sees his personal popularity as being heavily based around his humility and his willingness to be the butt of the joke. “One of the lessons I’ve learned is always to remain self-effacing,” he said to AdWeek, “and imbue that into your marketing.”
As of July of this year, Reynolds is also on the board of directors at Match Group, which owns most of the dating services that anyone’s ever heard of. That means that Reynolds is now financially invested in movies, booze, phones, and modern romance, so he’s clearly setting up to acquire a controlling interest in the human concept of love. This man should be—no, must—be stopped.
Reynolds’s next film is Free Guy, a parody of open-world video games, about an NPC who accidentally becomes self-aware. Originally slated for a July release, it’s now planned to hit theaters on December 11th.
Source: AdWeek
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