Ryan Reynolds on how the difficult journey to make “Deadpool” inspired his entrepreneurial career and why humor and speed are the key to marketing campaigns: Cannes Lions

Ryan Reynolds has revealed that his recent incarnation as a global marketing supremacist is due in part to his tireless efforts to shoot his blockbuster comics. დედპული From the earth.

“I’ve been trying to make a film for ten years. დედპული “He did it, it was hell,” he told an audience today at a Cannes Lions promotional event in France. “We did some test shots, some idiots leaked them online and that’s what led to the shoot.”

Reynolds spoke as creative director of advertising technology firm MNTN, which last year bought the marketing arm of actor production company Maximum Effort, for which he created advertisements for many of his film and brand projects. including Peloton and RM Williams.

She said დედპული “It was done with unorthodox methods,” he said, adding: “The study [20th Century Fox] I never believed it, so they gave us absolutely nothing compared to other comics. We had to turn every dollar into a thousand.

“When we did that, I was learning the lessons left, right and center. We begin to know and interpret the cultural landscape of the character. “During the film, we turned the play into a character and I saw that it worked well too.”

Armed march from the studio დედპულიReynolds began the body’s signature wardrobe with the film’s marketing wardrobe. Reynolds described “funny and unreleased parts of a movie,” which grossed $ 782 million at the box office upon its release in February 2016.

Reynolds told the Cannes Lions: “I used this candy დედპული Money to buy aviation gin and I had to sell it. Unknowingly, we became a marketing company and spent our life. “

Reynolds became co-owner of Aviation Gin in 2018, selling it to Diageo just two years later for over $ 600 million.

have a good time

Speaking with Wendy Clark, CEO of Japanese advertising giant Dentsu International, Reynolds discussed the impact on advertisers of rapidly responding to cultural trends and using their brands to tell stories.

Clark identified two key aspects of Reynolds’ appeal in the advertising world: speed and humor. addressed to the first დედპული The star said: “Most campaigns can take 9-12 months to start and if you try to do what’s culturally appropriate, you’ll completely miss the point. It’s not smooth, but speed is incredibly important to me. It comes down to it. to maintain the necessary control and balance, but to create a system that allows us to work quickly.

“Culture is moving very fast. When cultural conversation emerges on a large scale and becomes the topic of all social media platforms, it is discussed with or without us. We tried to add a production element to this. If you [do] This, this is all the next level. You take the conversation that is already happening, you put the brand in that conversation and so the brand becomes the conversation.

“If you do it in a way that has a philosophy: ‘Never hurt, never shoot’, it can be incredibly fun.”

In terms of humor. He agreed that it was deliberately “light” in his style, inspired by the need to go against the depressing tone he felt during the first months of the pandemic in recent years: “I drilled this idea at home in 2020. We really need help where we look for it, but otherwise we want to lighten this load. Everyone has anxiety. When I try to create something, I want to free others from it.

“Humor and emotion travel in the most viral way. Often the announcements are very sincere and I think they are loud. If you really want to hit, you can make people laugh. Customers and audiences know they are being marketed and can hear the tactics, hear the conversations that executives have had. If you can let that skill go a bit and speak clearly, they’ll be much more willing to share it. “

Reynolds also targeted his latest Creative Ladder project, a new nonprofit group that taps into the creative desires of disadvantaged groups, announced yesterday at Cannes Lions. The organization, with initial support from Deloitte, Hilton, VaynerMedia and Martin Agency, will offer programs and services for students and emerging talent interested in marketing, advertising, design and commercial production.

Reynolds said: “There is a lot of talent. We missed the opportunity. It’s totally selfish – I want better stories and better stories told with diversity, complex and unique perspectives and opinions.

“Then it occurred to us. These are great jobs, from marketing ads to production. Otherwise, how can we continue to tell relevant stories if they only concern a few?