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The Gift That Doesn't Give Back
Agency Aviation Gin / New York + Maximum Effort / Los Angeles + Escape Velocity Productons / Los Angeles
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About the Work
Amid an online backlash over a Peloton ad, Ryan Reynolds saw an opportunity. As the outrage was growing on Tuesday December 2nd, Ryan and Maximum Effort wrote a script, tracked down the Peloton actress (which many journalists had been unsuccessful in doing), hired her, locked a location, did additional casting amongst much else. We shot the ad on the morning of Friday Dec. 5th, edited midday and released on Ryan’s social channels that evening. Aviation’s unofficial sequel became an immediate sensation, garnering over 5 billion impressions, letting the air out of the outrage balloon and leading Aviation to the greatest sales month in its history. All in less than 75 hours and for less than $75k.
2020 Awards
Total Points: 15
Silver Pencil
Credits
Client / Brand
Aviation Gin / New York
Production Company
Maximum Effort / Los Angeles
Escape Velocity Productons / Los Angeles
Art Director
Kelly Girth
Director
Bryan Rowland
Producer
Alec Eskander
Writer
Ryan Reynolds
George Dewey
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