Unofficial marketing guru, Ryan Reynolds is at it again. His partnership with Aviation Gin has fans in a frenzy. The ad features a familiar face — the now-infamous “Peloton Wife (Monica Ruiz)” — to clap-back in the most Deadpool way possible. Here’s what the hype is all about.
Ryan Reynolds knows how to create buzz
Reynolds landed the role of Deadpool for good reason. The actor infuses deadpan humor into nearly every project. One scroll of his Instagram reveals all the ways Reynolds has directly contributed to the rise of a previously unknown actor, Hugh Jackman (sarcasm).
When he’s not acting or doting on wife, Blake Lively, you’ll find Reynolds pouring Aviation Gin onto a turkey and calling it “gravy,” or teasing Marvel’s “Phase 5” conspiracy theories.
Peloton’s holiday commercial sparked new memes everywhere
Recently, Peloton came under fire with its latest holiday ad for the Peloton exercise bike. The commercial in question, titled “The Gift That Gives Back,” shows a man gifting his wife with the exercise bike.
Sounds innocent enough, right? The ad continues showing the woman’s daily documentation of her time on the bike to show how much it “changed” her in a year. The end of the commercial reveals the couple sitting together watching the woman’s recorded journey.
Since then, spoofs of the ad have made the rounds with the point made that the woman in the commercial looks absolutely miserable with her “gift.” The ad has been marked “sexist” by some, implying the husband wanted his wife to lose weight. Others felt bad for the woman.
After much debate, the “Peloton Husband,” Sean Hunter, told Psychology Today “My 5 seconds of air time created an array of malicious feedback that is all associated with my face. My friend texted me today declaring that I’m ‘a symbol of the patriarchy.’”
The negative reaction also caused Poloton stock to take a nosedive by 15 percent in three days, according to Business Insider, but Peloton stands by their marketing.
“While we’re disappointed in how some have misinterpreted this commercial, we are encouraged by — and grateful for — the outpouring of support we’ve received from those who understand what we were trying to communicate.”
Regardless of how polarizing the content, Reynolds found a way to capitalize on it, because he’s a pro.
Reynolds has the perfect response to Peloton with his own ad
In true Reynolds form, he and Aviation Gin played off the Peloton hate-mail and made it into something worth rooting for.
In the video uploaded to his Instagram page, the “Peloton Wife” is seen staring blankly and tossing back gin with friends. She’s, no doubt, still reeling from the “gift” her husband gave her, saying the gin is “smooth.”
One of the friends says “you’re safe here,” then offers another glass. She drinks with rapid intensity as if wishing the Peloton away. Fans everywhere are praising Reynolds for tapping into the true emotion of the “Peloton Wife.”
“Genius @VancityReynolds genius…please tell me you have something planned with the husband from the ad also. That guy needs to get a couple lines with #AviationGin in hand,” one fan Tweeted.
“It takes smart thinking & quick execution to capitalize on this kind of opportunistic marketing opportunity. #AviationGin nailed it,” another fan said.
Some offered to buy Reynolds and his marketing team a drink (of Aviation Gin), while others hope to see a subsequent story showing the “Peloton Husband.”
However this thing turns out, the ad is trending on Twitter with over 29,000 people talking about it. This is what Reynolds does — he creates something that gets people talking. Well done, sir.