Soooo sick of people obsessing over the Ryan Reynolds work. It only works because he’s Ryan Reynolds.

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His work is quite good.

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It always funny and timely. How many brands do you work on that would approve the script Reynolds is cranking out every couple weeks?

likesmart

Exactly... Doesn’t overthink it.

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Him and his creative partner literally just text each other ideas and then go make it and people love it. That’s the dream.

likeuplifting

Yes. And I would swap out my boss for Reynolds any day.

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It gets more hype on here than it merits. I don’t get how everyone thinks he comes up with all this stuff himself, just because he’s the guy on camera. Sure he’s involved but ....

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Reynolds is smart and has charisma. I think the content work that Maximum Effort produces works BEST because of him, but it’d still work. What he and George Dewey are doing is good, and partially comes from having total creative control over your own branding.

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Step gingerly. There are thousands of campaigns that only worked because a celebrity was involved.

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I find his stuff entertaining...can’t recall what he’s been selling though...maybe whiskey and cell service? That may be my sh*tty attention span, but I don’t think it’s any worse than your average consumer.

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It’s Aviation Gin and it’s the first thing I’ve bought because of an ad in years.

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Right? I agree. He ain’t that big a deal.

Food for thought: if your spot only works with ‘the right celeb talent’ you should probably pump the brakes

Do what works, right? I’m curious, does he have an agency, or does he come up with this stuff himself? I read through the articles about the peloton response, it looks like it was all him. Can’t find too much else on who does his work

He and former agency ECD George Dewey have a production company called Maximum Effort Productions. All ideation is in house.

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